5 learnings from food-to-go in Asia

Asia’s retailers operate a variety of store formats across various channels such as convenience and large stores, which cater to the food-to-go mission. There is much inspiration that can be taken from examples we come across in this diverse region. 

Introducing Michelin Guide-recommended food stalls in store

Tops Food Hall in Central Park, Thailand, has a dining area called Eatery Thai, which features local food for dine-in and takeaway. It is the first food hall that brings together four celebrated restaurants from all four regions of Thailand. These street food stalls are recommended in the Michelin Guide, ensuring that they are recognised for good quality.

Many of the owners were invited by Tops Food Hall to set up their business in the food hall, as they only had one stand-alone restaurant outside of Bangkok. The street food owners are provided with support to ensure the food is well-presented and suitable for sale in a high-quality food hall.

These food stalls are great for attracting traffic and provide convenience for shoppers who want a quick meal after grocery shopping.

Collaborating with suppliers to create a differentiated range

DFI-operated 7-Eleven in Singapore is differentiating in its food-to-go range through collaboration with food suppliers to create co-branded products.

7-Eleven partners with brands like Nestlé and Mondelēz to develop co-branded desserts such as lava cakes and cheesecakes. It also works with local foodservice chain Old Chang Kee to develop a co-branded sandwich.

These partnerships help 7-Eleven to differentiate from its competitors by coming up with food products that are novel yet familiar in the branding. It also widens its food-to-go assortment options and strengthens perception of its private label brands and co-brands.

Automation to excite shoppers

GS25’s Ground Blue 49 store in South Korea has a series of automation booths with robotic arms that prepare ice creams, coffee, and pizza.

Each booth enables shoppers to see their orders being prepared, creating a unique experience for shoppers ordering their food-for-now products.

Indulgence in healthier beverages

7-Eleven Japan has been driving a wave of healthier beverage options in convenience stores across Asia, such as fresh fruit smoothies. Much of these smoothie options involve freshly cut fruits, with no additives.

Healthier beverage options in the convenience channel allows the targeting or a wider pool of shoppers, expanding it from those who want indulgence, to include the health-conscious.

Personalised service to drive avocado sales

In India, premium supermarket banner FreskPik, from Reliance Retail, offers a complimentary guacamole-making service for shoppers who purchase avocados in-store.

This value-adding service elevates shoppers’ experience and helps to drive sales of its food-for-now products in store.

What can we learn from these Asian examples

We have seen from the above examples a range of different strategies employed by retailers to win in food-to-go. They range from expanding food-to-go options through collaborating with suppliers and foodservice providers, to differentiating through technology and value-added services to enhance the in-store experience.

It is how retailers understanding the evolving needs of shoppers, which also differs based on market, channel and location, and provides a food-to-go solution that caters to it.

Check out our Asia page on Retail Analysis to gain more inspiration on retail trends and insight in Asia.