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Why You Should Menu Meal Kits
CSSI Staff Post - April 29, 2020
Consumers still want the experience and variety of “dining out,” but many do not have the expertise or time to plan, shop and prepare a delicious, well-rounded meal for themselves or their family. Restaurant-curated meal kits provide everything needed for breakfast, lunch or dinner in one neat package at a target price range that’s comfortable for the consumer.
What are some great examples of restaurants quickly pivoting to meal kits?
Early on, it seemed that high-end indie restaurants and QSRs were able to quickly pivot to supply indulgent meals that were of immediate appeal to the consumer need-state.
- Alinea and Wherewithall in Chicago, both Michelin-starred restaurants, took to social media to showcase easy-to-assemble meals that could be ordered up to 24 hours in advanced for two to four people. Many have followed suit and are offering rotating menus throughout the week.
- In the QSR realm, our contacts at CKE restaurants immediately began utilizing their current menu to build value meals that could feed a family of four for $15.
This really goes to show how the entire spectrum of restaurant type, quality and acumen is being forced to adapt to the new industry landscape.
What should operators consider before offering meal kits?
Operators should focus on the core consumer and determine their needs. Do consumers want a bundled meal deal to feed their family a hot lunch because they don’t have time to cook that day? Or are they seeking to sit down for a nutritious meal with the entire family and feel that they have had a hand in preparation?
While implementing a meal-kit program is a great way to keep the lights on and keep product moving out the door, operators should also consider this:
Meal kits offer an excellent way for operators to connect with their customers on a deeper level. Take into consideration the packaging design, the heating instructions, including a method of contact for questions or immediate feedback—social media, app access, etc.
Your brand is now extending beyond your kitchen and dining room and into people’s homes, where they will spend time preparing and working with your ingredients, rather than just consuming them. There are so many touch points now to connect with your consumer and build long-lasting trust and loyalty.
Matt Luaders
Director, Culinary R&D
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