Food-to-go in London: what's new

As summer launches hit, here is our take on the key trends we’re seeing in London right now.

1.        Protein still leads

 

Protein remains in high demand and protein based messaging remains a key focal point across the market. In the UK, we’re  still at a stage where the messaging is fairly simple – the amount of protein on dishes is the key way of communicating protein value. How could this evolve further? We’d probably be looking at more around how consumers can make the most of their protein consumption – what amount to consume and when. Could this be an opportunity for retailers and food-to-go specialists to deepen their relationships with customers to become more of a nutrition partner rather than a food provider? And we'd see some great opportunities to tie this in with loyalty apps.

2.        Fibre is on the rise

 

There is a lot of conversation across the sector around fibre right now. For now this is largely off menu, but we do see the likes of Pure putting this front and centre in how they are communicating. 

3.        Asian inspiration: growing focus on Korean chicken & sushi

 

The rise of Korean food and Korean chicken in particular is a key theme, and what’s interesting is how the Korean chicken itself is feeding into a main ingredient for bowls as well as just being a standalone item. There’s a lot of opportunity here, and it still feels that no one has yet to really take hold of it anywhere in Europe. While chains such as Mmaah! are growing fast in Germany, it’s still more of a fast food rather than a bowl led concept for them – we’re seeing significant opportunity for development here. at the same time, sushi remains very much a focus, and if anything is gaining even greater presence in many food-to-go operators.

4.        Salmon is becoming a more prominent main

As an island nation, it’s perhaps surprising that its role has largely been limited to sushi and poke up until now. But we’re seeing a lot more incursion into a broader range of menus – Coco di Mama for example now including this as one of its three new Mediterranean grain boxes as well as in its pasta range.

5.        From bowls into plates and grain boxes

 

A key story of the past two years across many markets has been the rise of bowls. But now, and in conjunction with the above trends, this is evolving into different delivery methods. The success of Farmer J’s field trays is perhaps one driver of this, and we’re seeing a growing range of different menu items being introduced - Coco di Mama and Pret are perhaps the most prominent movers here.

6.        Meal deal development continues

 

This is a longstanding significant element in the retail sector, but we’re seeing it increasingly used within food-to-go specialists, and notably increasingly being used across digital order screens. What is clear however is that there are different approaches emerging and opportunities to differentiate.