Mar 2, 2016

By: Rick Stein, Vice President, Fresh Foods, Food Marketing Institute 
Food Trucks

Decisions, decisions: Donuts with friend chicken? Yes please. Pho or savory crepes? I can’t decide. Maybe I’ll have a salad and then some bubble tea? Food truck customers are discerning based on what cuisine they crave, and you have to admit there’s a unique eagerness and curiosity among food truck customers – especially since there’s typically an app to track one’s favorite truck. I’ve always admired the entrepreneurial spirit of food trucks as they gather in public places during the lunch or dinner hours. Typically, the trucks station themselves in areas that allow them access to the masses, which in turn supports the order volume necessary to survive.

Supermarkets are encouraging a food truck mentality within their four walls. While not exactly a vehicle with four wheels, the concept is still embodied in their fresh prepared food area. Supermarkets are quickly learning that in the fresh prepared area, they need to meet the ever-changing food trends that consumers expect.

In the recent research by FMI/IRI on top trends in fresh, supermarkets are expanding their “Specialty Food Service” by installing sushi stations, charcuteries, juice bars, gourmet chocolate stations, Asian, Mexican, and many other specialty food areas. What makes this array of choice such a winning formula, is that according FMI/IRI, each food retailer can be looking at specific stores to determine which cuisines will be appropriate per location. Not only that, but the ability to transform the cuisine seasonally and utilize ingredients across aisles offers more efficient ways to use unsold produce or vegetables, or even create cross-merchandising strategies within the store.

Consumers are realizing their local supermarket is full of surprise and delight and a solution to cuisine fatigue. Now a consumer can shop his or her local grocery store and expect a full array of choices for every meal occasion, dietary requirement and budget. The research also shows that leading supermarkets are working on design and ambiance of the fresh prepared area, making sure their brand resonates with the consumer based on the design and equipment they are using the fresh prepared area. No wonder fresh prepared is the fastest-growing perimeter department and the fastest growing department overall. In fact, IRI predicts that this growth will continue for the next three-to-five years. 

Food trucks in the store….. I challenge you to find that online! Learn more about the trends in fresh foods at www.fmi.org/FreshFoods. 

Photo Credit: Huy Nguyen, Owner, PhoWheels