instore - January/February 2013 - (Page 46)

gear up for fall catering catering gear p f r fall catering ll cat i g ate atering t g fall te in fall caterin by John Unrein C atering is the extension cord that connects your foodservice operation to thousands of new sales opportunities. But plug in the wrong program, and it will shock you. The good news is consumer catering rebounded during the past three years, growing 5% or better annually. As consumer spending rates continue to grow and corporate profit fattens, industry revenue is expected to surge at a similar rate over the next five years. A continued rise in consumer spending on home entertaining is fueling growth. A December 2012 Technomic study found 36% of consumers expect to entertain at home more often over the next year; only 5% plan to scale back. Over the past five years, steady increases in sales of fully cooked holiday dinners are very strong, despite a weak economy. “We’ve done what we can to keep the dinners affordable, without sacrificing quality,” says Amanda Roberts, business analyst for catering and restaurants at Wegmans. “We make it easy to order and easy to serve a meal.” Shoppers can place orders for holiday dinners and a la carte orders for other items, like entrees, sides, appetizers, sub sandwiches and pizza. Some customers love the speed and convenience of ordering online: “They want to click on a holiday dinner and move on,” Roberts says. “This year they can order, select a pickup date, and pay online with one visit to www.wegmans.com.” 46 • JAN + FEB 2013 • instore 46 N FEB 013 instore instore nst e store Still, supermarkets must deal with intense competition for catering dollars. Improvements in food quality at fast-food restaurants led that segment to gain significant ground in the at-home catering business. According to Technomic, 20% of consumers now consider fast-food as a source for at-home catered occasions, compared to just 7% three years ago. Warehouse clubs slipped 7 percentage points in shoppers’ minds – from 26% in 2009 to 19% in 2012. Inventive marketing campaigns can hook new shoppers to the supermarket, though. According to a recent Safeway survey, for example, 78% of shoppers make baking cookies a family activity during the holiday season, while 82% serve or gift homemade baked goods. “Baking around the holidays is a time-honored tradition,” says Jeff Anderson, executive chef of The Safeway Culinary Kitchens. “To help shoppers get in the holiday spirit, Safeway has created some amazing recipes and tools that put a new twist on baking.” Safeway shoppers can create a virtual treat with the new Virtual Cupcake Decorator, available through the Safeway Chef Assistant App. Easy for all ages, the Virtual Cupcake Decorator allows kids and parents to choose an icing, frost a cupcake, and select a multitude of toppings through a virtual decorating process. Completed virtual cupcakes can be emailed or shared via Facebook and Twitter to help spread holiday cheer. Of course, shoppers can order their favorite cupcakes from the supermarket for at-home catering occasions – in custom designs with special decorations. http://www.wegmans.com

Table of Contents for the Digital Edition of instore - January/February 2013

inStorebuyer - January/February 2013
Editor's Note - Gear Up for Fall
Calendar
Table of Contents
News - On Our Radar
Consumer Insights - Trending - Breads & Rolls
Trendspotting: Take-and-Bake Breads & Rolls
Trending - Deli Salads
Trendspotting: Whole Grain Deli Salads
Consider Gluten Free
Gear Up for Tailgating
Think Like a Tailgater
Wrap It Up
Tailgating at Home
Sweet Victory
Gear Up for Halloween
Merchandising Tricks
Get Creative with Raisins
Healthy Options for Kids
Hispanic Celebrations
Quinceaneras
Gear Up for Fall Catering
Planning Tools
Distinctive Ingredients
Innovative Products
Key Trends in 2013
Local & Natural
Adding Theater
Pasta Power
Specialty Cheeses
Cheese Pairings 101
Kosher Catering
Product Trends - First to Market
Bizarre Holiday
Product Showcase/Ad Index

instore - January/February 2013