instore - June 2017 - 25

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environmental, and social leanings. More thought and feeling
factors into purchasing decisions, especially among millennials and
Generation Z. Flavors, tastes, and food variety, however, are still the
most important factors, so it's important to balance all attributes of
your prepared food offerings.

* Flavors and tastes. When it comes to flavor, if it's spicy, it's trendy.
Asian cuisine like Korean, Vietnamese, and Indian are in, fueled by the
multicultural millennials and Gen Z and their desire to experience new
culinary experiences. This includes noodle dishes like pho, ramen,
udon, Thai Khao Soi, and Curry Laksa.

Current restaurant and grocery trends are applicable to foodservice as
well. Here are examples of what today's consumers are looking for:

Consumers are also seeking new sauce flavors, such as: harissa, pistou,
mostarda, romesco, and chermoula.

* Local. Local products and ingredients not only convey freshness, they also align consumers with local growers and producers
and community involvement. Consumers are increasingly looking
for prepared food made with locally sourced ingredients, whether it's
meats, cheeses, grains, or vegetables.

* Functional. It's more than just tastes and flavors for some
consumers, who seek positive attributes in their food such as protein,
"good carbs," and ancient grains in breads. Of particular interest are
naturally functional foods, like quinoa, chia, buckwheat, and super
fruits like blueberries.

* Transparency. The National Marketing Institute reports that
70% of millennials say transparency and "cause" efforts are factors
in their purchasing decisions. And it's not just the younger generations who feel this way. Many shoppers today are looking for food and
ingredients harvested, raised, or sourced in a manner closely aligned
to their own belief systems. With this in mind, consider using (and
actively promoting) food products and ingredients that adhere to this,
such as organic, hormone-free, free-range, cage-free, and GMO-free.
Additionally, focus on natural ingredients like real butter or sugar,
which no longer have the same stigma in the health-and-wellness
sector that they once had, and are now being sought after by more and
more consumers.

* Size options. A one-size-fits-all approach is not conducive to
most shoppers, who represent a variety of households, from singleperson to extended households consisting of several generations. In
terms of packaged prepared food, be sure to offer a variety of options,
including family size and single-serve. Also, keep in mind the growing
importance of snacking occasions, which have completely replaced
traditional dayparts for some consumers. Consider offering snacking
choices to attract these shoppers to your foodservice areas.

Supermarkets that are able to provide local products and ingredients in
their prepared foods can connect well with shoppers.

* Menu calorie labeling. As more consumers seek out healthy
lifestyles, what they consume becomes increasingly important.
Identifying nutrition in products so that shoppers can make sound
healthful eating decisions can be a big selling point for a store's
prepared offerings.

The importance of marketing
Relatively speaking, foodservice is a fairly new concept for many
retailers, which in turn makes it a new concept for many consumers
as well. Shoppers who view supermarkets in the traditional sense-
i.e., solely as a place to purchase ingredients-may not be aware of a
store's foodservice offerings or reluctant to purchase them. Utilizing
a variety of both in-store and external marketing channels can help
promote your foodservice options and entice shoppers to give them
a try. Foodservice should be viewed in the same light as grocery in
general, especially in terms of marketing and promotion. That means
utilizing all available channels-social media, web site, in-store signage,
traditional advertising-to promote specials, coupons, featured items,
reviews, and photos.
Today's food retailers are no longer viewed as simply a grocery-shopping destination. They're now a viable alternative to restaurants for
exciting and innovative prepared food options. With a little creativity
and focus, any-sized retailer can boost their foodservice program and
attract both current and prospective shoppers to their stores.

instore * JUNE 2017 * 25

Table of Contents for the Digital Edition of instore - June 2017