Whether it’s pizza from a wood-fired oven or a glass of wine while shoppers stroll the aisles, some grocers are turning portions of their stores into a nosher’s delight — and creating tough new competition for fast-food chains and traditional restaurants.
The phenomenon is growing fast enough both in prevalence and sophistication that the food industry has coined a name for these combination grocery stores and eateries — the “grocerant.” Customers get the convenience of being able to order a meal, then fill their shopping carts with home essentials while they wait. Stores pick up extra sales.
Grocerants generated 2.4 billion visits and $10 billion in sales in 2016 by promoting restaurant-quality freshly prepared foods, which are on trend with the contemporary palate, reports The NPD Group, a research outfit. Grocerant visits have increased close to 30% since 2008.