6 Retailers Touting At-Home Meal Solutions
By Aimee Harvey on Nov. 14, 2017CHICAGO -- “Angling for space in a niche that’s being disrupted by meal-kit companies, convenience stores are developing hot-food offerings that speak directly to at-home meal solutions for families.”
That’s the conclusion CSP editors and Technomic analysts came to as we put our heads together recently to forecast 2018 trends for the c-store foodservice segment. As channel lines simultaneously blur and become even more competitive, creative solutions for meals at home are taking center stage. With supermarkets, meal-kit companies and restaurants getting in on the trend, the retail industry is seeing c-stores increasingly start to “reposition away from mere in-and-out convenience and more fully into the consumers’ consideration set for quick, high-quality meals at home.”
According to Technomic’s 2017 C-Store Insights Whitepaper, for the first time consumers were most likely to say that they’d choose an at-home meal as the top alternative to purchasing prepared foods from a convenience store. Thirty-eight percent of c-store consumers gave this response, indicating that at-home meals are becoming an increasingly convenient option in the minds of frequent foodservice patrons.
It’s more vital than ever for c-stores to fill the gap between work (or school) and home when it comes to foodservice; this means strengthening the marketing message to move home-based meals into the forefront and promoting the c-store as a destination that provides a solution.
Here are six recent examples of c-store brands touting at-home meal options ...
1. 7-Eleven
7-Eleven Inc. has introduced 15 new heat-and-eat meals at stores in select markets. Described by the company as “convenient, restaurant-quality meal solutions,” the locally prepared grab-and-go meals feature preparations influenced by homestyle, Italian, Asian and Mexican recipes.
Irving, Texas-based 7-Eleven said the new prepared-foods program was developed to answer a call from consumers for convenient meal solutions, a demand that is increasingly being met by at-home recipe kits and restaurant delivery services.
2. Royal Farms
Convenience stores with a brand positioning around a signature foodservice item can capitalize on bundling their specialty offering with sides to appeal to families and larger dining parties. This was a trend at this year’s NACS Show, and it’s the hallmark of brands such as Baltimore-based Royal Farms, which offers take-home meals big enough to feed a family—or even to cater for holidays.
3. Sheetz
Sheetz, Altoona, Pa., has rolled out 15 new kids meals. The convenience-store chain has extended its foodservice focus to include a made-to-order Kidz Mealz platform for breakfast, lunch and dinner at all of its more than 500 locations.
The overall menu is segmented into two categories, dubbed LiveWell and Classic Kidz. The LiveWell menu features five items that adhere to the National Restaurant Association’s LiveWell requirements, which primarily center on increased consumption of fruits and vegetables, lean proteins, whole grains and low-fat dairy, while limiting sugars, sodium and unhealthy fats. The Classic Kidz menu features traditional kid-friendly fare, from chicken strips to macaroni and cheese.
4. Casey's General Stores
Mimicking the standard family meal deals typically seen at top pizza chains, Ankeny, Iowa-based Casey’s General Stores leverages the popularity of its pizza program—and its ability to appeal to families with value-oriented bundles—in order to stay competitive.
This month saw the retailer promote an $18.99 takeout deal, featuring a large one-topping pizza, breadsticks and 10 chicken wings.
5. Swiss Farms
At-home meal kits and bundles are designed to feed at least two. Swiss Farms, the Broomall, Pa.-based drive-thru convenience retailer already known for quick and easy meals to go, is promoting a November special for two; with the purchase of two entrees, customers receive a free large side item.
6. Loop Neighborhood Market
The marketing message for meal deals is steadily shifting from merely “on the go” to “take home.” At California-based Loop Neighborhood Market, Take Home Packs include 10 chicken wings for at-home dining.