Dinner at home is hot (again)

For years, “time poverty” has had significant influence over many of the choices consumers make. From online shopping to grab-and-go foods, there is plenty of evidence that people have been preoccupied with “time savings” as a purchase priority. But with rising food prices comes the return of the original heat-to-complete entrée: Leftovers!

A recent story in Media Post/Marketing Daily discussed this renaissance of re-heating. The story indicates that 55% of Americans are preparing more meals at home than they did last year.

Implications: Of course, it’s too early to tell if this is a long-term trend or a short-term phenomenon (that will likely depend on simple economics and consumer confidence). But as the Marketing Daily story implies, we should watch for spikes in the sales of deep freezers, food storage products (Tupperware, home canning, etc.) and continued increases in the sale of “bulk” foods, as these behaviors might indicate the extent to which food prices are impacting consumer behavior.

Also, does more at-home dining mean more opportunities for family time? If so, what kinds of conversations, games or other entertainment go well with the return of the traditional family dinner? Is there some way in which your product or service fits in?

If more demands will be placed on the kitchen and dining room than in years passed, what kinds of utensils, equipment or furnishings might need to be updated?

For restaurants, it might be time to focus on the utilitarian value your establishment delivers. If dining out is less likely to be “taken for granted,” why should people continue to frequent your café? (Is the meal incident intended to be a romantic getaway? An important business lunch? Or is it intended to celebrate an accomplishment at work, or a birthday in the family?) Watch for out-of-home dining to become even less about the food, and more about the experience or event which inspired the visit.

And by the way, don’t be surprised when more patrons ask for a “to go” box for their leftovers.

Mike Anderson