Supermarket Perimeter - February 2020 - 9

C

onsumers' ever-growing love of and demand
for convenience when it comes to the foods
they eat has been a boon to the meal solutions
market, and 2020 promises more growth and
evolution in the category.
Cincinnati-based retail giant Kroger is one of the major players leading the way, with a commitment to meal
kits and other meal solutions that the company says will
continue to be one of its top priorities this year.
One of the retailer's newest commitments is of the
high-tech variety. Kroger is partnering with a software
specialist on delivery of fresh prepared meals from central kitchens.
For the initial rollout, Kroger Delivery Kitchen Powered
by ClusterTruck launched in Carmel, Indiana - where
Kroger and software platform ClusterTruck jointly operate a kitchen - and in Indianapolis and Columbus, Ohio.
Additionally, King Soopers Delivery Kitchen Powered by
ClusterTruck is serving customers in Denver.
By offering multiple menus from one central scratch
kitchen, Kroger Delivery Kitchen delivers fresh and delicious meals on-demand without service or delivery fees.
"The way our customers order and receive meals is
evolving, and ClusterTruck's innovative culinary and
digital design is cracking the code for the future of
profitable meal delivery," says Yael Cosset, Kroger's chief
information officer. "Kroger is leveraging ClusterTruck's
advanced technology to ensure our customers don't
have to sacrifice quality and value for convenience
when it comes to meal delivery. Kroger Delivery Kitchen
Powered by ClusterTruck allows our customers to access
restaurant-quality fresh and delicious meals like never
before and without having to pay excessive service or
delivery fees."

Customers in Carmel, Indianapolis and Columbus delivery zones can go to KrogerDeliveryKitchen.
com to place their orders online or download the
ClusterTruck app. Customers in Denver can visit KingSoopersDeliveryKitchen.com.
ClusterTruck was co-founded in 2015 and launched its
first kitchen in 2016. The Indianapolis-based company
owns and operates vertically integrated delivery-only
kitchens. ClusterTruck's "dark kitchens" are powered by a
proprietary software system that uses custom algorithms
to optimize kitchen and delivery operations.

Home Chef meals are
constantly changing and
start at $8.50 per serving.

Meal Kit Insights from the NPD Group:

SŁAWOMIR FAJER - STOCK.ADOBE.COM, HOME CHEF

WHAT'S DRIVING ADOPTION?
When it comes to meal kit users, convenience is the key purchase motivator.
Sixty-seven percent of current users feel
their life is hectic and rushed compared
to 42% of non-users. Meal kit users are
twice as likely to cite convenience as an
important purchase factor. Furthermore,
households with children have been earlier adopter of meal kits, with 20% having
tried them at least once. The industry
also seems to be capitalizing on spontaneity, as 58% of users decide to purchase
a meal kit the same day.

MEAL KITS APPEAL
STRONGLY TO MEN
Interestingly, three out of five current meal kit users (62%) are male.
Furthermore, male users also expressed
an intention to use a meal kit service
more frequently in the next six months
when compared to female user (48%
vs. 39%). The male user is also a more
consistent user, with 68% of those using
a meal kit in the past year still currently
using a service, vs. only 48% of women.

www.supermarketperimeter.com

USERS ARE HIGHLY SATISFIED
Current users are highly satisfied with
meal kit services, with over 91% indicating that they were very or extremely satisfied with their meal kit.  When it comes
to lapsed users, the highest reason users
were no longer using the meal kit service
was due to the perception of the kits
being too expensive with 52% expressing
this as a key reason for no longer using
meal kit services.

FEBRUARY 2020 - 9


http://www.KingSoopersDeliveryKitchen.com http://www.supermarketperimeter.com

Supermarket Perimeter - February 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - February 2020

Supermarket Perimeter - February 2020
Editor's Note - Meat fights back
Contents
The wire
Meal matters
Building trust
Bakery - Europain 2020
Bakery - Sourdough
Deli - Soups
Deli - Asian Cuisine
Meat & Poultry - Packaging
Meat & Poultry - Grass-fed
Produce - Snacks
Produce - Berries
Seafood - Sustainability
Food Safety - Instore bakeries
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - BB - 1
Supermarket Perimeter - February 2020 - BB - 2
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - 2
Supermarket Perimeter - February 2020 - Editor's Note - Meat fights back
Supermarket Perimeter - February 2020 - Contents
Supermarket Perimeter - February 2020 - 5
Supermarket Perimeter - February 2020 - The wire
Supermarket Perimeter - February 2020 - 7
Supermarket Perimeter - February 2020 - Meal matters
Supermarket Perimeter - February 2020 - 9
Supermarket Perimeter - February 2020 - 10
Supermarket Perimeter - February 2020 - 11
Supermarket Perimeter - February 2020 - 12
Supermarket Perimeter - February 2020 - 13
Supermarket Perimeter - February 2020 - Building trust
Supermarket Perimeter - February 2020 - 15
Supermarket Perimeter - February 2020 - 16
Supermarket Perimeter - February 2020 - 17
Supermarket Perimeter - February 2020 - 18
Supermarket Perimeter - February 2020 - 19
Supermarket Perimeter - February 2020 - Bakery - Europain 2020
Supermarket Perimeter - February 2020 - 21
Supermarket Perimeter - February 2020 - 22
Supermarket Perimeter - February 2020 - 23
Supermarket Perimeter - February 2020 - Bakery - Sourdough
Supermarket Perimeter - February 2020 - 25
Supermarket Perimeter - February 2020 - 26
Supermarket Perimeter - February 2020 - 27
Supermarket Perimeter - February 2020 - Deli - Soups
Supermarket Perimeter - February 2020 - 29
Supermarket Perimeter - February 2020 - 30
Supermarket Perimeter - February 2020 - 31
Supermarket Perimeter - February 2020 - Deli - Asian Cuisine
Supermarket Perimeter - February 2020 - 33
Supermarket Perimeter - February 2020 - 34
Supermarket Perimeter - February 2020 - 35
Supermarket Perimeter - February 2020 - Meat & Poultry - Packaging
Supermarket Perimeter - February 2020 - 37
Supermarket Perimeter - February 2020 - 38
Supermarket Perimeter - February 2020 - 39
Supermarket Perimeter - February 2020 - 40
Supermarket Perimeter - February 2020 - 41
Supermarket Perimeter - February 2020 - Meat & Poultry - Grass-fed
Supermarket Perimeter - February 2020 - 43
Supermarket Perimeter - February 2020 - 44
Supermarket Perimeter - February 2020 - 45
Supermarket Perimeter - February 2020 - Produce - Snacks
Supermarket Perimeter - February 2020 - 47
Supermarket Perimeter - February 2020 - 48
Supermarket Perimeter - February 2020 - 49
Supermarket Perimeter - February 2020 - Produce - Berries
Supermarket Perimeter - February 2020 - 51
Supermarket Perimeter - February 2020 - 52
Supermarket Perimeter - February 2020 - 53
Supermarket Perimeter - February 2020 - Seafood - Sustainability
Supermarket Perimeter - February 2020 - 55
Supermarket Perimeter - February 2020 - 56
Supermarket Perimeter - February 2020 - 57
Supermarket Perimeter - February 2020 - Food Safety - Instore bakeries
Supermarket Perimeter - February 2020 - 59
Supermarket Perimeter - February 2020 - 60
Supermarket Perimeter - February 2020 - 61
Supermarket Perimeter - February 2020 - 62
Supermarket Perimeter - February 2020 - Commissary Insider
Supermarket Perimeter - February 2020 - 64
Supermarket Perimeter - February 2020 - 65
Supermarket Perimeter - February 2020 - 66
Supermarket Perimeter - February 2020 - 67
Supermarket Perimeter - February 2020 - 68
Supermarket Perimeter - February 2020 - 69
Supermarket Perimeter - February 2020 - 70
Supermarket Perimeter - February 2020 - 71
Supermarket Perimeter - February 2020 - Classifieds
Supermarket Perimeter - February 2020 - Ad index
Supermarket Perimeter - February 2020 - Fresh takes
Supermarket Perimeter - February 2020 - 75
Supermarket Perimeter - February 2020 - 76
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