Supermarket Perimeter - March 2020 - 33

offerings play into feelings of FOMO (fear of missing out) that strongly
resonate with younger consumers.
With restaurant dining on the decline, especially among Millennials
and Gen Y, supermarkets are seeing new opportunities to showcase
fresh ingredients in a supermarket-based foodservice option. The
grocerant concept offers the promise of a delicious on-premise dining
experience and can make the chore of grocery shopping more appealing for all consumers. Grocerants also accommodate the preferences of
Millennials who view grocery-prepared foods as being fresher.
"Consumers want products that are more exciting or that put a new
spin on a traditional product," says Stephanie Carlson, global marketing
manager, meat industry, Corbion, Lenexa, Kansas. "These types of foods
signal to customers that the ingredients used are of a higher quality
or that the product offers a higher degree of value. Often, consumers
perceive the presence of more premium ingredients as being associated
with a healthier product."

Planned destination
Fast, fresh and casual, the grocerant concept presents consumers with
offerings both predictable and ever-changing. This includes evolutions in layout as stores shrink the inner aisles to make more room for
in-store dining. Shoppers who come for the basics are likely to stumble
upon options for freshly ground and grilled burgers and an invitation to
enjoy craft beer or wine as they sip and stroll around the store.
Through exploration of the perimeter, consumers are discovering
an ever-expanding selection of prepared foods, meats and cheeses,
fresh baked breads and the convenience of meats ground fresh by an
in-house butcher, resulting in increased foot traffic and time spent on
premises.
"What's great about burgers is that they can open consumer's eyes
to products that they might not have considered like a cheese they've
never tried before," says Eric Richard, education coordinator of the
Madison, Wisconsin-based International Dairy Deli Bakery Association
(IDDBA). "Introduction to something new can help boost engagement
and awareness, possibly leading that individual to check out the cheese
in the deli department."
Knowing the appeal of a freshly made burger, many supermarkets
are anchoring a signature food hall or in-house dining experience with
a burger restaurant. Cincinnati-based Kroger's On the Rhine Eatery
offers freshly prepared burgers at Queen City Whip, part of Kroger's
ﬁve-restaurant, two-story Cincinnati-based concept.
Queen City Whip attracts diners with made-to-order burgers, chili
dogs and milkshakes. Mariano's Fresh Market, also owned by Kroger,
offers customers the option to grill their meat or seafood purchase free
of charge at Mariano's locations throughout the Midwest. Consumers
can choose to eat their freshly grilled item in the store, paired with a
selection from the deli, or take it home.
Price Chopper's Market Bistro includes branded food service stations including Custom Burgers. As a concept store, Market Bistro,
Schenectady, New York, incorporates its innovations into other Market
32 and Price Chopper locations. With multiple venues, Wegman's,
Buffalo, New York, proﬁles the use of Wegman's best ingredients into its
Burger Bar concept. Menu items are available in store and some locations also offer online ordering.

CATCH UP
WITH SOME TRENDY
BURGER TOPPINGS
Since the burger's inception, there has never been a shortage of things to put on top of it. In today's foodie culture,
with its emphasis on experimentation, it's truer than ever.

MUSHROOMS

AIOLI

KIMCHI

POBL ANOS

GRILLED
FRUIT

HARISSA

GOCHUJANG

SWEET
CHILI

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Supermarket Perimeter - March 2020

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