Meal Prep as Grocery Store Entertainment

We’ve previously noted that grocers are increasing their entertainment factor to entice consumers to step foot in the door. Often the entertainment involves demonstrations on how to prepare meals or use new kitchen appliances. Shoppers may soon have another reason to drop by the local grocery store and it’s all about meal assembly.

The fast growing meal assembly industry may be stalling out as consumers tire of the five year old fad. Dream Dinners, Super Suppers and Dinner by Design are familiar names to many working mothers who are looking for ways to put together healthy dinners with the lowest hassle factor. The concept requires mom or another family member to drop by the outlet once a month, prepare meals and pay up to $250 to take away 12 dinners.

Whether it’s the time commitment or the financial commitment, consumers aren’t patronizing these establishments frequently enough and many are closing.

However, one supermarket chain, Piggly Wiggly, has started opening these businesses in its stores. Will the economics and shopper traffic improve as a result?

If this trend continues, increased advertising would benefit both the grocery store and the meal preparation franchisees. Contact your local grocers and meal assembly outlets to discuss a new marketing campaign.

Lindner, Melanie, “Taking on Restaurants and Grocers,” Forbes. 05.08.08

Piggly Wiggly Opens Intuitive Store,” Progressive Grocer, April 2008.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.