Having a food to go offering is no longer optional for retailers, and with a huge swathe of products available, being able to tap into one of convenience grocery’s biggest trends isn’t as expensive as you might think.
With 79% of all purchases in convenience stores made by shoppers on an ‘eat now’ mission, ensuring that your options aren’t limited when it comes to food to go is becoming every more important to convenience stores.
Of course, there are many retailers who don’t want to commit to a kitchen, and the logistics that go with it (both in staffing and in regulatory costs). But as Angela Daulby, Channel Director for Kepak, says, retailers can generate incremental profits by ensuring their chiller is well stocked with food-to-go options and by installing a microwave so customers can heat and eat their purchases straight after purchase.
“The Kepak branded microwave is an inexpensive addition to a store and can boost sales of hot snacking products without the concerns over waste, and the additional labour costs associated with food to go counters. Some retailers have experienced sales increases of 280% after installing a Kepak branded microwave,’ says Daulby.
And with the company being home to Rustlers and Zugo’s Deli Café brands, Daulby knows what she’s talking about.
The ‘Heat and Eat’ stand offered by Kepak is pre-programmed to cook Rustlers and Zugo’s brands, but can be used to cook any hot food to go products.
It comes with a built-in bin to keep the surrounding area tidy.
Dauby adds: “When shopping, availability and visibility are two key factors for shoppers. Kepak’s shelf trays draw consumers’ attention to the fixture, and in trials have enabled retailers to increase sales across Kepak brands by more than 50%. They also assist retailers by drawing attention to the fixture when stocks are running low.”
Kepak advises keeping must-stock lines in stock at all times: i.e. Rustlers Quarter Pounder, Rustlers Chicken Sandwich and Rustlers BBQ Rib.
And as Daulby says, the products’ shelf life is another plus point: “As the economy continues to make life tough for retailers, there is a rising trend for products with a longer shelf-life, resulting in less waste. Kepak products have a longer shelf life than many sandwiches, pies and pasties, so keeping them in stock will result in less waste and is ultimately more cost-effective.”
Kepak is capitalising on growing demand for its products with major levels of brand investment including television advertising, major brand partnerships, nationwide sampling and NPD.
Bake-off to take off
For retailers looking for the next step on the road to freshly made in-store products, then a bake-off solution such as that from Cuisine de France is another option. Laura Smith, Retail Communications Manager for Cuisine de France, comments: “We know that a credible food-to-go offer will appeal to a broad customer base and can increase basket sizes, but the offer and the delivery have to keep moving forward as the bar rises. It’s a tricky thing to get your head around, but it’s really important not to worry too much about wastage of product. When shelves are full with product you’re likely to sell infinitely more stock and empty shelves actually turn customers away! It’s also important to trial new deals and products in-store to make sure you know what is worth keeping and getting rid of.”
Cuisine de France research shows that 58% of shoppers said they would like to see more food-to-go items available in their local convenience store. Variety in flavour is also a key element, with the nation becoming more experimental with exotic flavours. The brand is tapping into the emerging demand for Caribbean food with its Levi Roots Pasties. Available in both chicken and beef variants, the pasties are available with a variety of eye-catching POS to ensure consumer awareness is high in-outlet.
New to the Cuisine de France range this year are Pre-filled Breakfast Baps, which make for a convenient breakfast on the go. Available in both bacon and sausage variants, they are made with glazed white baps and a generous portion of meat (pork sausage or rashers of back bacon).
Over one quarter of consumers now eat breakfast out of the home at least once per week resulting in a market worth over £8.8bn. CDF says this is a huge opportunity not to be missed by convenience retailers and with this new range it’s easy for any store to provide a tasty ‘on the go’ breakfast solution.
Sandwich Success
To help food to go sales Ginsters has launched a brand refresh across its entire range, with a host of new products also becoming available. For independent retailers, this enables them to have a sold food to go offering without having to make any investment – providing there is sufficient chiller space. And while there, why not look at a meal-deal to encourage customers to spend more.
Ginsters has increased its range by 50%, offering new formats and flavours to appeal to a broad range of tastes and occasions. The core range of sandwiches will contain three distinct tiers, Deep Fill, Classic and Simply. The tiers will include new contemporary flavours such as Houmous & Carrot alongside more traditional consumer favourites such as BLT, Chicken & Bacon and Cheese Ploughman’s. The refresh is also supported by the introduction of a number of new formats; including a range of premium batch sandwiches, new flatbreads, new rolls and salads
Premium Batch Sandwiches
This style of sandwich, popular in coffee shops has experienced rapid growth recently, +14% YOY. The new Ginsters range will initially include Roast Beef & Horseradish, Salmon & Cucumber and Westcountry Cheddar Ploughman’s.
New Flatbreads
The new range of flatbreads will offer consumers a lighter on-the-go snack. The initial selection will have an exotic flavour with Chicken & Mango and Sweet Potato Falafel & Mango being offered, both products containing less than 350 calories.
New Rolls
Appealing to those looking for a light bite or children who prefer simple flavours the new range of Simply Rolls offer a choice of classic flavours – Egg Mayo, Ham and Cheese in a soft white bread roll.
New Salads
With increasing demand for healthier options Ginsters’ exciting new selection of salads will introduce a whole new dimension to lunchtime snacking, attracting new customers to the brand. Varieties include a Layered Westcountry Cheddar Salad, Coronation Chicken Rice Salad, Moroccan Chicken Cous Cous and Tuna Nicoise Salad.
The whole range will also undergo a contemporary packaging revamp aimed at improving overall on-shelf stand out and leveraging the quality British food credentials: in research appeal and purchase intent rose dramatically.
Andy Valentine, Head of Brand Marketing for Ginsters, says: “Building on the recent introduction of a new design across our best-selling savoury range, we are now embarking on a major overhaul of our sandwich range with a significantly increased selection of great tasting sandwiches and salads at a wide range of price points. With much clearer range tiering and an exciting line up of new flavours and formats, the range refresh will offer retailers both the traditional top sellers the brand is famous for as well as contemporary lunchtime alternatives. The revamped packaging identity has researched incredibly well on Sandwiches and together with the new product options will boost range appeal even further, particularly with light users & triallists, we are very excited about the opportunity to work with our retailers with the new range to drive food to go sales this summer.”
