The Evolution of Supermarket Food-For-Now

The evolution of food-for-now from supermarkets has been given a significant push by the hand-made, freshly-made Sushi from the likes of Sushi Gourmet, who are approaching 100 stores within Sainsbury's. These counters are providing consumers with a really attractive and appealing, new food experience, mainly for consumption immediately, but also for later, and for group events, whether from a business or personal perspective.

Sainsbury's are leading the way with the roll out of these, and in welcoming other developments from Sushi Gourmet owners, Hana Group, such as the Mexican counter El Luchador, or Indian counter Little Indian Kitchen. Sainsbury's have also introduced a concession-based Crussh site and have been developing hot chicken and pizza counters for take away.

Similarly, Waitrose introduced a pop-up counter with a new brand 'Grain & Graze' from specialist ingredient provider, Leathams. Tesco have followed suit with new counters from Yo!, making sure that they don't miss out on the sushi opportunity.

But it has been fascinating to see The Restaurant Group open a couple of concession sites in Sainsbury's stores in South-West London, creating new concepts for this burgeoning food-for-now market. Mezze Box sells middle-eastern inspired salads and flatbread shawarma's, whilst Grain & Greens is plainly salad focused. There are lots of similarities between the Leatham's concept and TRG's, which does raise the question of whether imitation is positive, or whether originality would be better! Whether this first foray for TRG into supermarkets is a strategic move, or more simply opportunistic, we wait to see, but it is certainly a new move for a traditional restaurant business, even if they have developed a strong concession business.

The blurring lines of foodservice and retail will continue to move and evolve, but there is one certainty for the future - that consumers will want more options, choices and variety in food-for-now, meeting needs for convenience, but also quality food experiences. Whether it be restaurant companies moving into supermarkets, or specialist 'Grocerants' like Hana Group, or the supermarkets trying themselves, there will definitely be more exciting food experiences in the aisles than ever before!

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