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The Experience Brands Weekly #201

Lunch on the go shifts up a gear

The Grocer recently published their food on the go category report, looking at the changes that are taking place. The big grocers are all stepping up their efforts to meet the food on the go mission as they are losing out to more premium options – coffee shops, quick service restaurants and food-to-go specialists. Why is this happening? Well part of the answer lies in the increase of lunchboxes. While this may seem counter-intuitive, as more of us opt to bring our own lunches with us it seems that this is driving premiumisation in food-to-go. As there are less food-to-go lunch occasions, we are happy to spend that bit more when we do grab some food and we want it to be worth that extra spend. A simple sandwich doesn’t cut it anymore.

It’s not just about quality though, speed is also a reason that supermarkets are losing ground. The idea of having to find your way round a busy supermarket, then wait to pay is far less appealing then walking into a café, grabbing what you need and going – Itsu aims to serve customers within 60 seconds.

To win back ground supermarkets are upping their game on speed, convenience and quality. To take on the coffee shops where food is now increasingly put on equal footing with drinks, Sainsbury’s have launched their own 1869 coffee shops and Morrisons opened 17 more barista bars this year. They are offering more inventive options – Sainsbury’s Big Beef Christmas Sandwich which comes with a Yorkshire pudding, Tesco has a turkey, avocado and emmental pretzel and like Asda has launched new plant-based food-to-go ranges. Sushi concessions are opening across many grocers, and Sainsbury’s have even launched a new eat-in Food Market concept in their Selly Oak store. Most are also trialling mobile pay options to cut down on waiting time and making the shopper experience more convenient. The food-to-go fight back is on, and brands who help retailers win back this mission will win with shoppers.


Other Bites:

Baileys Treat Bar

The Baileys Treat Bar is back! Opening today head to Covent Garden for some delicious Baileys treats including a Salted Caramel Espresso Martini #TreatUp.



Cadbury’s Secret Santa

Got a Secret Santa and not sure what to get? Well Cadbury’s are here for you, popping up across the country to let you send an anonymous chocolate gift.


Gregg’s Gift-wrapping

After hijacking the Fenwick’s Christmas window in Newcastle, Gregg’s are launching their own gift-wrapping service. With mulled wine, bespoke Gregg’s paper and the chance to get your hands on a Gregg’s Christmas jumper or ‘sausage roll inspired umbrellas’ this is not one to miss.