We introduce our new model for the food-to-go store of the future, exploring emerging features and areas of opportunity for operators and retailers.
Our vision for the food-to-go store of the future provides an operational and progressive framework across four key pillars to inspire the industry on its journey.
We explore emerging features of stores and identify areas of opportunity for food-to-go operators and retailers to build into their plans for future sites to set them up for success.
There are twelve key themes for the food-to-go store of the future which fit across all pillars of the framework:
1. Tech developments for back of house efficiencies
2. Optimised delivery service and operation
3. Inclusive store design
4. Serving more missions and occasions
5. Evolving payment processes
6. Minimising food waste
7. Support of electric vehicles
8. Evolution of vending
9. Greater emphasis on loyalty and rewards
10. Health of the nation
11. Compelling prices and promotions
12. Reducing the carbon footprint
For each theme, we look at:
- Which pillars of the framework are most relevant
- What’s driving the theme (industry, consumers or external factors)
- The situation today
- The future outlook
- What’s needed to make progress
- Current examples of operators already leading the way
Here is an overview of two of the themes –read the full report on Retail Analysis now to get the complete picture and start incorporating the themes into future planning.
Inclusive store design
What’s driving this theme?
This is largely being driven by consumers who are placing increasing pressure on operators to provide inclusive spaces to cater for more diverse needs.
What is the situation today?
Operators and retailers are making progress here, but often only in small steps in response to reported issues or from pressure from more vocal groups. They are currently in the education phase – listening and learning to understand what consumers need, and often implementing quick-fixes rather than full integration across the entire store portfolio.
What does the future look like?
We expect to see a more proactive approach to inclusive design, ensuring it is fully integrated, rather than being an afterthought or waiting for minority groups to speak up. Full integration will be a more genuine effort into improving all elements of operations. Back of house, this could include recruitment, training and inclusive kitchen design. Front of house changes will be around NPD, packaging, advertising, in-store lighting, counter/kiosk heights, etc.
What’s needed to make it happen?
- Research and customer listening from these groups – this needs to be continuous as needs evolve and new needs and considerations emerge
- Development of and investment into tech-enabled solutions, such as apps and voice-guided tech
Who is already leading the way here?
Starbucks’ released new accessibility guidelines for its US store portfolio this year, which are a comprehensive set of initiatives to cater to disabilities and additional needs, such as power-operated doors, inclusive equipment design and optimised lighting for visually-impaired customers.
Greater emphasis on loyalty and rewards
What’s driving this theme?
Consumers have a growing expectation that most operators have a loyalty scheme and there is growing demand for rewards, personalisation and value as part of the total experience.
Operators are competing for consumers’ attention in an increasingly crowded and noisy space – compelling schemes that stand out are one way to try to lock in loyalty.
What is the situation today?
There is a lot of differentiation in schemes as operators work out the best way to drive visits and spend, whilst being profitable. Most schemes from larger chains have been digitalised, meaning operators have been gathering consumer data over a long period of time, but there is more to do in terms of utilising this.
The ‘reward’ part of loyalty schemes is often neglected – operators are giving blanket discounts and offers to all consumers, rather than finding ways to truly thank them for their spend.
What does the future look like?
There are many avenues for the future of loyalty but the key one is about more genuine personalisation – using data to look at previous purchase history and offer genuinely individual and personal recommendations and rewards. This will likely be enabled with AI implementation to automate some of the process without the need for extra headcount.
What’s needed to make it happen?
- Refocus on the reward and value aspect of loyalty, with consumer listening to adapt schemes to offer the rewards consumers really want
- Tech investments and partnerships to develop the best and easiest to use schemes to best suit consumer needs
Who is already leading the way here?
Costa introduced the Treat Drop to its Costa Club last year, where members get an extra reward each month simply for being signed up. There is already an element of personalisation here – not all members receive the same surprise reward each month, but there is further work to be done in ensuring the right rewards are going to the right consumers based on their past purchasing habits.
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