According to the company’s report, the latest data reveals that there has been a notable increase in the number of customers opting for set-price combo deals when purchasing sandwiches from supermarkets. The percentage of customers availing these deals, which typically include a drink and snack, has risen from 46% last year to 52% presently. This growth in demand for combo deals has been propelled by the popularity of “premium meal deals” that offer customers a range of deluxe items like premium sandwiches, salads, and sushi.
Greencore, in its Q3 trading update, highlighted the positive impact of the rising preference for premium deals. The company recorded a 9.3% increase in revenue during the same period compared to the previous year. This performance showcases the resilience of the broader food to go category as people start returning to offices or, in some instances, take up second jobs requiring them to have meals on the move.
Moreover, the surge in popularity of combo deals has also triggered a competitive response from supermarkets against costly and specialized high-street food outlets. In recent times, the meal deal has garnered notable attention nationwide, largely fueled by social media influencers who share videos of their lunchtime selections and provide tips on the best deals. The subject has also attracted personal finance experts, who now dedicate lengthy blog posts to the matter.
Vix Leyton, the presenter of the “False Economy podcast,” recently expressed her excitement upon receiving supermarket receipts that informed her of savings made through these combo deals. She noted that such moments made her feel like she had “one over on the supermarket.”
Commenting on this trend, Andy Parton, the chief commercial officer of Greencore, remarked, “The unexpected surge in popularity of the humble meal deal is remarkable. While there will always be loyalists to the traditional sandwich-crisps-coke combination, the inclusion of premium sandwiches, salads, and sushi brings a touch of sophistication and variety to our lunchtime menus. As the tastes of the nation evolve, Greencore evolves alongside them.”
In conclusion, the increasing prevalence of set-price combo deals in supermarket sandwich purchases and the corresponding growth in premium deals have undeniably made a significant impact. Greencore’s positive financial performance demonstrates the enduring appeal of food to go options. This trend is also effectively challenging more expensive high-street food outlets. It will be intriguing to observe how this phenomenon continues to evolve in response to evolving consumer preferences.
