The restaurant industry is feeling the pinch of consumers deciding to eat in rather than splurge on expensive or even moderately priced evenings out. However, for every action there is an equal and opposite reaction and in this case it’s the meal solution. Manufacturers and retailers are hitting the market with low-cost, easy-to-prepare meal ideas for busy families who have to make the budget work in the same amount of time it takes to drive through McDonald’s.
Kraft recently announced plans to increase “retailer-specific in-store marketing program[s] for Meal Solutions.” Realizing that demand is increasing for this type of information in the store, the manufacturer is partnering with Meijer and other major retailers to roll out programs that will meet the need. This is a great example of retailers and manufacturers working together to improve everyone’s position on the chain. According to CPG Matters, Kraft’s Denny Belcastro stated that, “Ultimately, were looking to create a point of difference for our key retailers with meal ideas that provide solutions for their shoppers.”
Publix grocery stores have also heavily invested in the meal solutions idea with the Publix Apron’s program. Demo tables are set up in stores where shoppers watch as employees create simple, easy meals while they wait. They can then sample the recipe (to make sure it’s worth the trouble), pick up a recipe card and gather all the ingredients in a case right beside the demonstration station. Publix has even opened Apron’s cooking schools featuring celebrity chefs and tested the idea of a Make-Ahead Meal store, although that didn’t go so well.
What do you think of the meal solution idea? What are some other creative ways manufacturers and retailers can work together to stimulate sales in the store environment?
