- Food To Go is one of the most important categories in food retail
- When it comes to launching new Food products, many rely on immediacy and impulse nature of FTG
- What shoppers think of FTG influences their perceptions of the overall store and retail chain
Getting your Food To Go offering right can mean the difference between driving store performance through increased store footfall or seeing store sales suffer due to poor visitor numbers. Few other categories have that power and influence in food retail.
FTG isn't just any category, it defines the entire personality and brand positioning for many retail organisations. Just think of Greggs FTG. Now compare your perception of Greggs with a perception of Costa. Very different?
Taking that to supermarkets, what shoppers think of Waitrose FTG can and does influence their perceptions of the entire store offering. The same goes for Tesco, Sainsbury's, Asda and the rest.
My team & I have analysed shoppers and shopping in this category many times in most retail channels; here are the headlines:
Primary FTG Client Goal
- To optimise awareness, engagement and sales from within this critical category
- Increase the number of shoppers who visit the category
- Improve conversion rates: The numbers of shoppers visiting the category that buy
- Drive up weights of sale, through providing the range of sub-categories shoppers really want
- Become a destination for FTG by optimising shopper perceptions of FTG in a given retail chain or channel
- The correct use of imagery signposting the category directly impacts category performance by as much as 14%
- Having the right layout in terms of sub-category adjacencies improves average weight of sale by more than 40%
- Getting the overall visual appeal of the category right increased visitor to purchase conversion rate from just 57% to 91%
- Average weekly visits to a shopper oriented FTG fixture is 3.2, compared with just 0.8 weekly visits to a less psychological appealing 'me for now' category.
FTG is the “hook” that will catch shoppers attention. It is essential that ALL aspects of the category are optimised so that shoppers don't just see the category, but engage with it, buy from it and it becomes their destination FTG solution. This means catering to not just your core demographics and target markets, but as many store visitors as possible.
Think of FTG from the perspective of Marginal Gains: Many small improvements and shopper oriented enhancements will deliver a dramatically better FTG offering, not just for shoppers, but for retailers and brands too.