In a world of Whole Foods and Trader Joe’s, it can be hard to stand out on the grocery store shelf. That’s why ShopRite is producing its own unique experience to entice the evolving consumer.
The 75-year-old supermarket debuted its Fresh to Table store-within-a-store concept in New Jersey earlier this month. Inside, shoppers can find trendy foods, recipes, and fresh ingredients in a variety of grab-and-go formats. The Fresh to Table space helps consumers see produce in an optimized way that defeats decision fatigue by providing high-quality ingredients and matching meals in one place. For example, the “Prep & Eat” section provides shoppers with ready-to-cook options while the “One-Stop Dinner Shop” section touts a selection of recipes featuring two five-ingredient entrée suggestions based on dietary preferences. The space is also stocked up with ShopRite’s private label products, like Bowl & Basket and Wholesome Pantry. In addition to effective presentation, the Fresh to Table experience is enhanced with the latest in integrated technology, such as online ordering via ShopRite’s Order Express app, which allows customers to order ahead of time for express pickup or for delivery via DoorDash. Finally, shoppers can access Fresh to Table options through the store’s ShopRite from Home online service.
As consumers begin to swap junk for fresh foods at the close of the pandemic and the burden of planning, cooking, and cleaning begins to take its toll on home chefs, Fresh to Table’s arrival on the grocery scene couldn’t be better-timed. The initiative also piggybacks off of ShopRite’s digital meal planner, The Recipe Shop, which helped shoppers plan meals based on what they already had in their carts and gave the grocer a 38% uptick in site visits from December 2019 to January 2020 according to Gartner’s report on the sector. Shoppers can now scope out Fresh to Table meals and recipes, which change weekly, via The Recipe Shop.
The adoption of digital shopping lists can help build a loyal customer base. Leading grocery brands go one step further by integrating their recipe and meal building content to help shoppers decide what to eat. The meal procurement process provides an opportunity for grocers to intervene with their own digital tools and recipes before shoppers order out for restaurant delivery instead. Currently, more than 80% of brands tracked in Gartner’ss ranking provide a dedicated recipe section on their sites, but only one- third of brands link to relevant product pages or let shoppers add products directly to the cart from the recipe page. While grocers should stay away from primarily being a recipe hub, they should focus on providing customers with the prescriptive guidance they need.
The success of The Recipe Shop could reflect the success of Fresh to Table, as both tools speak to the benefits grocery brands can enjoy when they simplify the meal planning process for shoppers. By focusing on cost, convenience, dietary preferences, seasonal ingredients and pantry items when offering personalized recipe recommendations, ShopRite sets the bar high for other brands to follow.