The grocerant niche isa result of the blurring of the line between restaurants, grocery stores,convenience stores, and drug stores all selling fresh prepared, portableconvenient meal solutions. Marketers not consumers don't tend to think intraditional channel terms like grocery, drug or dollar. Instead, consumersthink in terms such as hungry, thirsty, in a hurry or I have to feed thefamily.
The Grocerant niche istargeted at the time-starved consumer with Ready-2-Eat or Heat-N-Eat freshprepared food components that are “better for you”, portable and portioned forone or two. Walgreens gets it and is positioning for a much larger share of thefood retailing dollar. At 4PM you maysoon be picking up dinner on your way home from work at Walgreens.
In a pilot programrolled out in the San Francisco bay area you can now find freshfruits and vegetables, salads, sushi ,sandwiches and Heat-N-Eat meat loaf. In addition Walgreens spokesman RobertElifinger stated “ Our San Francisco area customers are already buying a lot offood in our stores, and there are requests for more product offerings," hesaid.
In addition to the items listed above - andWalgreens' more traditional offerings, including candy, potato chips and soda -there'll be meats, wraps, soups "and other on-the-go meal options, as wellas convenient alternatives for tonight's meal,"
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