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, but fibre is showing signs of rising

 

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. As consumers, we're becoming more aware of the role food plays in fueling and sustaining us - and to this end, it's natural that the discussion will move to encompass a more rounded nutritional composition - fibre will play a bigger part in this. And while for now this is largely off menu, we do see the likes of Pure putting this front and centre in its communication, while Boots are leading with fibre content on some of its new lines.

2.        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. There's some development of Korean chains, including Mmaah! in Germany and Bunsik in the UK, but this is more focused on Korean fast food rather than bowls and the broader range of Korean cuisine, where there is still a considerable opportunity for development in our mind. At the same time, sushi remains very much a focus, and if anything is gaining even greater presence in many food-to-go operators.

3.        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.

4.        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.

5.        Meal deal development and bundling 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.

Keen to better understand the food-to-go landscape in London or other major cities? Get in touch gavin@foodfuturesinsights.com.