Will Grocers Like Whole Foods Market Reinvent the 'Meal Kit?' We think so!
While checking in on some clients' products at the Whole Foods Market store in Rockville, Maryland, I spotted this new display called, 'The Dinner Table.' The unique display featured a recipe idea for dinner + all the necessary ingredients curated and ready for shoppers to grab and go. Brilliant!
This is something that we're starting to see grocery retailers experiment with as the traditional meal kit subscription business seems to be dying, or at least evolving.
From a shopper perspective, this sort of dinner solution absolutely resonates with me. As a busy business owner, wife and millennial mother of two young children, I would absolutely select ingredients here for dinner. I expect other health-conscious millennial women, mothers or single households, would also find this appealing.
In fact, while checking out the display, I observed a few other presumably millennial aged women (and at least one mom) who were curious and picking up the products and putting them into their shopping carts.
I am excited to share this concept with Green Purse PR's new online panel of millennial moms to learn what they think of it. Next time we conduct some shop-along research with Whole Foods Market shoppers, we'll be sure to ask about the curated dinner solution as well.
Look for more grocery retailers to experiment with this sort of concept. I think it's going to do very well. Do you know of other similar examples from other grocery retailers? Let me know by tweeting to me on Twitter, @LisaMabe, and use our blog's hashtag, #GetInHerCart. We're always on the lookout for products and shopper marketing programs that are targeting health-conscious female consumers.
- Lisa Mabe-Konstantopoulos, Founder, Green Purse PR
** UPDATE** CNBC noticed our blog post above and include one of our photos in this article about meal kits. Read it here: http://cnb.cx/2vhsuc5.