Dive Brief:
- Northeast supermarket chain Big Y has added in-store kiosks and an online platform where shoppers can place prepared food orders, according to a Tuesday announcement from Instacart, whose FoodStorm business supplied the ordering technology.
- The kiosks let shoppers customize their foodservice orders in-store while the online platform lets them place catering orders and order prepared foods for pickup or delivery via Instacart’s marketplace.
- Big Y’s move highlights how grocers are looking to streamline their omnichannel foodservice ordering tools as they compete with restaurants and convenience stores for meal occasions.
Dive Insight:
Big Y is putting some promotional muscle behind its new foodservice ordering tools, noting at the top of its website that “your favorite meals are now a click away.”
That effort — along with the new ordering tools — draws attention to an extensive menu that includes the chain’s ‘Wich Way store-made sandwiches, wraps and bowls; pizzas; “super subs”; fried seafood meals; and stromboli that comes in flavors like Hawaiian and chicken bacon ranch.
Big Y’s catering menu, which requires 48 hours lead time, includes deli platters, birthday cakes, fruit and veggie trays, and party supplies like balloons and flowers.
“Prepared foods are an important part of what we offer, and FoodStorm helps us better manage that business behind the scenes while creating a simpler, more seamless ordering experience for our shoppers,” said John Fraro, vice president of fresh foods at Big Y, in a statement.
FoodStorm offers various food ordering tools and services, including kiosks, a kitchen display system, data insights and production reporting. The company, which Instacart acquired in 2021, has integrations with chains like Sprouts Farmers Market, Food Lion and The Giant Company.
A recent report from FMI - The Food Industry Association recommended that grocers remove friction from their foodservice departments by connecting online and in-store touchpoints. Nearly two-thirds of consumers surveyed for the report said being able to order food in advance could persuade them to purchase meals from grocery stores instead of restaurants.
