Getting food to go right has long been a key consideration for local retailers and with the industry getting behind the category it’s never been easier – though hard work and dedication are required.
From hand-crafted deli counters and Subway concessions, to bake-off units, pre-packed sandwiches and customer-facing microwave ovens, food to go is big business in local retail. One firm which has long been at the forefront of food to go developments is Kepak Convenience Foods, and the company behind Rustlers is setting its sights on increased sales of its micro-snacking products during the cold winter months. As temperatures drop and shoppers opt for more hot food, Kepak is actively promoting its range of in-store ‘heat and eat’ units, which enable customers to heat chilled food in a matter of minutes.
“Not every independent outlet has the space or staffing levels for a hot food counter,” says Kepak Marketing Director John Armstrong. “Our solution – a pre-programmed, branded microwave, or a complete heat and eat unit – is ideal for those shopkeepers who want to provide customers with an in-store hot food option such as market-leading Rustlers or Zugo’s Deli Café.” The Kepak microwave costs just £140 (list price £459) and is pre-set for a range of products in the category it has labelled Hot, Quick & Tasty, not just Kepak’s best-sellers. Kepak also offers a purpose-built heat and eat stand with microwave (£500), with built-in bin and POS. Both prices are ex VAT.
For ease of merchandising, and recognising that people are now shopping by mission and snacking at all times of the day, Kepak has split the category into the following four sub sectors: Micro snacking, micro pastry, quick serve micro meals and chilled soup. Of course, food to go can be taken further than a microwave, though it is a good place to start if you want to offer customers something hot. Simon Harris, Business Development Controller at Palmer & Harvey says it’s not simply a question of having a food to go offer, it’s about having it tailored for each part of the day.
He says: “If retailers really want to cash in on the market and increase their food on the go sales, they need to ensure they’re stocking the right products for the right time of day. Whilst breakfast shoppers come in to buy coffee and croissants, by the time lunchtime comes, these products are no longer suitable.” He points to recent analysis showing that sales of savoury pastries such as sausage rolls are in decline, while products such as fresh noodles and other microwaveable snacks and meals gain traction, although he adds that pastries remain an integral part of the hot food on the go offering and a great way to cash in on busy shoppers. He adds: “There is evidence that the demand for foods like hot dogs has grown over 30% year on year making them an essential on the go food option.
So, despite this analysis revealing that the demand for some hot savoury snacks is reducing, having effective promotions and the right offering can ensure retailers still reap the benefits of shoppers looking for a quick option. After all, selling 20 hotdogs a day can bring in a profit of over £100 a week.” To maximise the benefits of hot foods, retailers should look to hot food stands such as Palmer and Harvey’s ‘Fresh Express’, which is a food to go and drinks solution that offers a strong and varied hot and cold offering, including bestsellers and luxury items, covering every meal for tasty profits.
