Kroger is experimenting with new ways to offer customers restaurant-quality meals from ghost kitchens or pre-made dinner kits, the company said during a virtual investor day, reports CNBC.
“A big part of our fresh strategy is helping answer the daily dilemma of ‘What’s for dinner?’” said chief merchant and marketing officer Stuart Aitken. “Innovation is the lifeblood in fresh foods. We may fail with some, but when we do, we’ll fail fast. That said, when we detect a home run, we’ll scale it at pace that matters, that will move the needle for Kroger.”
Krishnakumar Davey, president of strategic analytics at IRI, noted that the pandemic has created an opportunity for grocers to expand into meal kits and prepared meals, according to the report. Because many restaurants closed, it gave grocers the chance to gain more market share. In addition, meal kits are easily assembled from items in store’s existing deli and bakery departments.
Sales of Kroger’s meal kit company, Home Chef, grew 118 percent in the most recent fiscal year, according to Aitken. In addition, Kroger has a new pilot coming soon, focused of family meals. Full Story
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Image: The Kroger Co./Home Chef