Value for money is the third most important thing to customers when shopping in convenience stores, There are now more shoppers than ever before looking not just for value-for-money meal deals, but also for inspiring meal solutions when choosing products to eat for breakfast, lunch and dinner.
As many as 20% of c-store shoppers are now on a food-to-go mission. This represents a huge opportunity for retailers to encourage shoppers to visit throughout the day, not just in the morning for their paper or in the evening to pick up a bottle of wine.
More than a third (38%) of c-store shoppers said that they would be willing to buy breakfast from a c-store. Breakfast does not necessarily have to be hot food to go it could be a wrapped croissant or a chilled yogurt, a cereal bar or a piece of fruit. Coupled with drink, these items can quickly be ranged and marketed as a breakfast meal solution.
More than half of c-store shoppers interviewed said they would be willing to buy their lunch from a c-store. But the trade is moving far beyond the standard sandwich, crisps and a soft drink meal deal, and many retailers are evolving this offer. For example, Boots offers the option of a salad bowl, wrap, panini, hot vegetable pot, pasta salad, noodles, or soup instead of a standard sandwich, and the ‘snack’ can be a chocolate bar, cake or healthier alternative for £3.50.
There is a huge opportunity with providing ‘meal for tonight’ solutions, with nearly half of all c-store shoppers interviewed saying they would be willing to buy a meal for tonight from a c-store.
Shoppers interviewed said they would be likely or very likely to buy a ‘meal for tonight’ meal deal (eg main meal+ side+ dessert+ wine = £10). However, 26% of shoppers do not think there is enough choice and some shoppers are failing to buy key items, so availability of meal for tonight deals is critical.
C-stores could perhaps offer simple recipe suggestion cards, or provide a week’s menu with a different dinner for each night of the week. Arranging all ingredients into one area would help out those who tell HIM they are looking for a meal solution on their way home from work.