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Groceraunts

Groceraunts are go

June 1, 2018
-
FMCG Articles, Shopper Experiences, Shopping Trends

I can tell you for sure that 2-day old pizza dough is better than 1-day old, which is way better than fresh dough. It’s definitely crispier, tastier and more ‘pizzarey’. I can’t speak for 3-day old, but 2-day is the bomb according to Tony, my pizza coach at Italian grocery specialist La Bella Italia. This was a key ‘learning’ I took out of my first foray into grocernaut dining in Petone.

It may be an odd term, but it seems that groceraunts are the new big thing in the US. They are a hybrid between grocery store and a restaurant. Proper, restaurant quality dining in a grocery store. According to a recent NPD report, since 2008 groceraunts have grown by 30% and provided 2.4 billion food service visits. This equates to an incredible US$10 billion in revenue.

The ones driving growth in groceraunts have been young millennials. It seems that the appeal of groceraunts to them is a mix between the deliciousness of restaurant quality food, individually catered menu diversity, a relatively informal social environment and convenient locations. By providing alcohol, they also offer a more adult offering than quick service restaurants. In other words, they are a kind of mall food court that serves restaurant quality food and a grown-up experience.

Another dimension that makes this idea appealing is the high proportion of people who by 4pm don’t know what they are going to have for dinner (81% in the US, and probably a similarly high number in NZ). The immediacy of great food without fuss or compromise is a sitter for busy people wanting smart solutions. And for the retailer it is a way to bring more people into the store during evening times.

The groceraunt concept is not just an in-store experience. It extends easily into takeaway prepared meals and home delivery.

There are some great examples of groceraunts in the US.

Whole Foods, offers an amazing in-store dining experience. Complementing their delectable and immersive food experience they provide the opportunity to dine in-store from a range of food types. They also use contemporary food ordering technology to keep the service fast and efficient.

Market Grille is an in-store dining brand within the Hy-Vee chain of supermarkets. They have consciously targeted the millennial customer with a range of 20 different craft beers and exotic whiskeys.

Mariano’s supermarkets provide a wide range of BBQ-based foods, pizzas, sushi, seafood and bakery items across the day. An on-site dietician is available for food consulting for the healthy-minded

For supermarkets, the benefits of a groceraunt are many. They provide a great opportunity to attract new customers, they add value for existing customers, they are a new high-margin revenue opportunity, they help raise the food quality image and they provide a strong statement of innovation.

Getting it right

Like anything, there are tricks to getting a new concept like groceraunts right.

A mind shift

Probably the most significant success factor is for retailers to make the leap from providing ‘food for later’, where transportability and protection are key drivers, to providing ‘food for now’. This means a change in food presentation and packaging approach to feel like a restaurant in terms of turning on all the sensory cues and creating a desire for immediate consumption.

Make it a great dining experience

All great restaurants create great dining experiences with ambience, service and food values. This is also essential for groceraunts to master, and it is not the natural game of supermarkets, which tend to be designed for convenience, flow and space efficiency rather than lingering indulgence.

Make it social

A lot of the success of groceraunts has been driven by young people graduating from mall food courts. They want places to hang out, to be together and to share experiences.

Great value

Value is a fluid but vital ingredient. The question that needs to be reconciled is why dine at the supermarket when there is so much choice elsewhere? Value, for groceraunts can be established in different ways. It might be the convenience of the location, the informal welcome of the ambience, meal price-points or unique food options.

Never use the word ‘groceraunt’

‘Groceraunt’ is a made-up word used to describe a new concept. It may have helped with comprehension but it has been difficult to write with. My spell-check doesn’t want a bar of it, and it certainly doesn’t sound like anywhere you would want to eat.

And when it comes to pizza toppings, the Italians quite rightly believe that ‘less is more’. A pizza is not, and should never be confused with, a smorgasbord.



  • Whole Foods Dining
  • Whole Foods Electronic Dining
  • Market Grille at Hy-Vee
  • Rhino Market
  • La Bella Italia

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  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

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We are so grateful for both of your diligence and hard work over the years.

You both bring so much joy to our team and clientele, we appreciate all your contributions to making the magic happen.

Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

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Very exciting times ahead!

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  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

#GoodEnergi #ArugaNZ #PR
  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
  • Happy birthday for Saturday 23 May @vishalponnappa. Thank you for your diligence, integrity, creativity and strategic smarts that you bring to the Energi clients everyday. Enjoy your next 12 months traveling around the sun and your @jumpinggoatliquor birthday gift with our sincere best wishes and appreciation.

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Groceraunts are go | Energi Advertising