Grocers Expand Ready-to-Eat Menus

Kroger is planning to upgrade and renovate its prepared foods area.

June 15, 2010

FORT WAYNE, Ind. - Competition between restaurants and supermarkets is gathering steam, the Journal Gazette reports. For example, Kroger is gearing up for a major expansion and renovation initiative costing up to $100 million. Each renovation, expansion or new store will feature a re-done prepared food area, said John Elliott, Kroger spokesman.

"It is something we consider at all of our store investments and remodels. Shoppers can get a roasted chicken, meatloaf and all of the sides that go with it," said Elliott. "People can buy a whole meal, but they??re not paying a restaurant price. We started seeing increased sales at our deli during the economic downturn, but even with us coming out of the recession, the sales haven??t slowed down, and we don??t expect them to."

"This has been going on for some time and not just with grocery stores, but convenience, big-box and drugstores all are offering something," pointed out John Livengood, president and CEO of the Indiana Restaurant Association. "I think our folks can compete with them handily."

George??s International Market owner Chris Rongos opened George??s Mexican Café in his supermarket in 2002. The café has garnered a loyal customer base, he said.

"It??s worked out well," said Rongos. "I really put in the restaurant for customers as a convenience to give them another option while shopping."

Elliott said that Kroger has put a lot of thought into is prepared foods menu and that many customers consider the store a destination for lunch and dinner. "For a lot of people, that is the case," he said. "They can order what they want, continue shopping and then get a real home-cooked meal."

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