"Convenience remains foundational to foodservice in retail, but high quality and enjoyable taste are the driver behind increased engagement."
Sydney Riebe, Analyst - US Food and Drink
Prepared and made-to-order foods in grocery are core to consumers seeking value and flexibility, with 75% highlighting better value than dining out. Despite an overall dip in usage frequency YOY, engagement is polarized – core segments like young parents and urban, hybrid workers report increased purchases. Quality and taste now rival convenience with heavy users equating store foodservice to restaurant benchmarks on freshness and flavor. Economic headwinds have pressured budgets but reinforced the idea of prepared foods as an affordable indulgence. Retailers are broadening both assortment and location, with mass merchandisers, international grocers and urban small formats intensifying competition. Investments in AI and digital platforms are driving operational efficiency, waste reduction and convenience. Selections and engagement must continue to evolve, as healthy options remain a white space: 53% of consumers cite difficulty finding nutritious prepared options, highlighting rich innovation territory for BFY.
This Report explores consumer attitudes/behaviors surrounding foodservice concepts in retail, specifically grocery retailing. “Foodservice concepts in retail” refers to any restaurants located in a store, including grocery-owned restaurants as well as partnerships with existing brands such as a Subway located in a Walmart, or any meals sold on-site that are created by store employees (ie not shipped in from a manufacturer). Hot soups, prepared sushi, rotisserie chicken, hot and cold food bars and on-site alcohol bars are all examples of foodservice concepts in retail.
Foodservice in retail also refers to prepared packaged foods (eg packaged employee-made sandwiches) as well as MTO foods available at a station located in the store, where customers can have a meal made to order (eg a burger station). Throughout this Report the phrase “prepared food” refers to both prepared packaged and MTO food.
This Report segments prepared food purchasers into three user groups to help illuminate the behaviors and attitudes of different types of prepared food customers throughout:
Heavy users purchase prepared foods at least once a week.
Moderate users purchase a few times a month to once a month.
Light users purchase once every two to three months to a few times a year.
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