The rise of ‘fakeaways’ is transforming supermarket sales dynamics.
- Restaurant-branded products are increasingly available in supermarkets.
- A 51% increase in sales of ‘fakeaway’ products has been noted by Ocado.
- Financial constraints drive consumers to opt for budget-friendly dining at home.
- Brands like Nando’s and Zizzi are leading in this innovative trend.
In recent years, there has been a noticeable shift in the availability of restaurant-branded products in major supermarkets, often referred to as ‘fakeaways’. Brands like Nando’s, Wasabi, and Zizzi have emerged as significant players in this space, catering to the consumer’s desire for restaurant-quality meals at home.
Data from Ocado, the online supermarket, indicates that the popularity of products like Franco Manca pizzas and Itsu meals has surged by 51% over the past year. The Chief Commercial Officer, Amit Chitnis, attributes this trend to increased financial pressure on consumers, prompting them to seek more affordable ways to enjoy meals typically reserved for dining out.
Consumer behavior has shifted significantly, with a growing preference for enjoying restaurant-quality meals at home. This is especially evident during weekends when brands such as Leon, Pizza Express, and Gymkhana experience peak demand, driven by customers’ desire to replicate the dining-out experience more affordably.
Rachel Hendry of Zizzi notes that the brand’s decision to extend its offerings to grocery outlets is a strategic response to changing consumer habits. These habits reflect a desire to access restaurant-quality products conveniently and affordably.
Miriam Rose from Leon highlights another facet of this trend; consumers are not just seeking budget-friendly options, but also experimenting with new flavors and ingredients at home. Leon’s introduction of products made from natural ingredients without preservatives underscores this consumer preference for quality and health.
For many restaurant brands, stepping into the supermarket arena provides an opportunity to broaden their reach. This is particularly beneficial for consumers who may not have easy access to the restaurants themselves, as pointed out by Hendry.
Ocado’s portfolio includes popular brands like Pizza Express, Itsu, Leon, and Pret – products known for their convenience and quality. This aligns with consumer expectations of premium and versatile at-home dining options.
According to Nando’s marketing lead, Abbie Hickman, the grocery expansion showcases the versatility of Nando’s famous Peri-Peri flavor, adding value beyond the restaurant experience. The brand’s ‘Not Available at Nando’s’ campaign exemplifies its commitment to innovation in grocery offerings, including exclusive products like Peri-Ketchup and Sweet Chilli Jam.
Retailers see the fakeaways trend as an investment opportunity to expand their product range. As Chitnis of Ocado indicates, there is a substantial market gap for international brands and independent restaurants to explore the grocery sector.
Wasabi’s revamped grocery line underscores the competitive nature of this market, as brands continuously evolve to meet consumer demand for their favorite culinary experiences at home.
‘Fakeaways’ are reshaping consumer expectations and supermarket strategies, with significant implications for the future of dining.
