Datassential studied 2,000 grocery shoppers and 76 retailers to determine how supermarkets can increase prepared food purchases and better compete with restaurants.
The study suggested supermarkets should use restaurant marketing strategies, such as value menus, special pricing and loyalty programs. The study also suggested using additional signage or distributing more printed or electronic materials to promote what’s available to frequent customers.
The research showed customers appreciate the items supermarkets currently offer, but they’d like more variety. Customers are particularly interested in buying items that are harder to prepare at home, such as roasts or barbeque, because the preparation and cooking have already been done for them.
Publix is responding to these trends by introducing and advertising limited time offers, especially those that coincide with the changing seasons. The deli also is increasing variety in its grab-and-go items and chicken.
