The market research firm found that nearly two-thirds of prepared foods sold at retail come from traditional supermarkets, but there are advantages that restaurants can leverage to prevent further erosion in their takeout-meal market share from what NPD calls food stores.
First, consumers surveyed cited convenient locations most often as a reason for visiting a quick-service restaurant at 40 percent, compared with 43 percent for supermarkets. Other reasons that drove customers to quick-service restaurants included simply liking it there, good prices or a special craving, NPD found.
Restaurants lagged behind supermarkets slightly when consumers cited reasons like good prices or always going to one favorite place. The gap widened further in favor of supermarkets when guests gave reasons like “I’m in a hurry” or that they were seeking more variety or more healthful food choices.
