Happy Thanksgiving: dinners-to-go

Date : 28 November 2013

While retailers such as Walmart, Target and Toys R Us dominate Black Friday discussions, with the retailers attempting to out-do each other with deals on electronics, gaming consoles and toys, grocery retailers’ Thanksgiving strategies are often overlooked during this key trading period.

Saving customers time, and stress

While turkeys dominate, with retailers embracing a range of promotional strategies, including free turkeys, price matching, and linking prices to overall spend, complete turkey dinners-to-go are becoming increasingly popular. These enable retailers to save their customers time and eliminate the stress that is often associated with preparing the traditional Thanksgiving dinner, while also showcasing their strengths in prepared foods.

A convenient option for many customers

Often packaged as ‘heat and serve’ these are ordered in-store or online in advance. Customers pick up the complete dinner in-store along with heating instructions. Online specialists, such as Fresh Direct, will deliver to customers’ homes. Together with the turkey, the dinner packages include a number of side dishes and dessert. Some retailers provide a range of options at different price points. With many non-food retailers starting their Black Friday deals on Thanksgiving, these dinners could become an increasingly popular option. A number of retailers also offer this service through the Christmas period.

Source: IGD Research, Retailers