The “Waitrose Food and Drink Report” was released in early November. This indicated that 50% of consumers decided at lunchtime on what they would have for an evening meal and 1 in 10 made the decision just before the meal.
Many consumers were claiming that this helped them reduce food waste at home. This trend has two major influences:
- There is a huge opportunity to promote meals rather than produce, especially with promotions such as “What’s for Lunch “ or “What’s for Dinner” and then offering the package.
- In my early books, I promoted that Big Trolleys or baskets made you more money. That is now “old news” consumers want smaller trolleys as they are buying less on each visit. A few years ago Waitrose worked on 200 big trolleys to every 150 shallow trolleys. Now they work on a ratio or 70 big trolleys to 250 shallow trolleys.
John Stanley
john@johnstanley.com.au
