While value is important to shoppers when it comes to prepared foods purchases, even more critical is the quality and freshness of products. Quality, food freshness and value are the key drivers of consumer purchase of prepared foods: 69% said value, 80% indicated food freshness and 81% said quality of food is most influential. Once in store, these factors continue to influence purchase at about the same rates of 70%, 78% and 79% respectively.
What Goes Wrong
Product issues are the number one reason for shoppers not making a purchase. At 68%, issues such as products appearing dry or overcooked outweigh other deli problems, such as lengthy wait times or poorly trained staff. Overwhelmingly, appearance is the biggest product issue according to consumers: 18%Was too dry13%Didn’t appear fresh10%Not crispy8%Poor taste7%Poor quality12%Over-cooked
The problem can continue once the shopper is outside of your store. Nearly 45% of issues such as overcooked, soggy or tasteless product influences future purchases and the shopper is likely sharing their purchase with others – family and friends – so these problems could not come to light until mealtime. Your shopper will
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