Some intriguing figures: around 95% of the UK’s cars still need petrol and diesel, while 100% of people run on food. And, despite changes to lifestyles and working patterns, Brits still drive 7,000 miles annually, spending an average of 362 hours in their cars each year.
Times those figures by the 42m of us with driving licences and you’re left with motorists consuming 35 trillion calories each year. With each of us spending an hour a day in our cars, it stands to reason that a fair proportion of those calories will be consumed by people who are out and about.
Combining refuelling the car with refuelling ourselves makes a great deal of sense, hence food to go becoming a mainstay of the forecourt shop, while the food-to-go sector as a whole worth an estimated £24bn.
With such significant numbers at play, knowing the latest trends – both in terms of products, consumer insights and technology – has never been more important, which is why below you’ll find five salient points to consider.
1. Waste not want not
Given the popularity of forecourt food to go, it’s little wonder many operators are investing heavily in this area, either by adding extensions to their shops to accommodate concessionary cafes and bakeries, or by going it alone, as Park Garage Group did when it began rolling out its in-house Bakery 79 brand, stepping away from Greggs as it did so.
Given the significant investment such a move represents, Park sought specialist advice from Cybake, which produces bakery-management software to help firms maximise efficiencies.
Cybake’s chief executive, Ali Lyons, says forecourt operators should be aware that “controlling what products store staff make and when they make them is crucial”, with synchronising production with customer demand a non-negotiable for firms keen to run a lean kitchen.
Lyons highlights that Cybake’s software “generally increases sales by 10% and cuts in-store food-production waste by at least 15%”, with the firm’s software using a combination of epos data and forecasts to help sites decide what they should make, and when.
2. All the gear, and ideas
Before such fine-tuning is undertaken, however, there’s the small matter of kitting out a kitchen to consider, and with equipment costs a significant capital expenditure for firms wanting to take control of their food-to-go offerings, Merrychef’s new manufacturer-backed leasing option could be well worth considering.
The firm’s Connex ovens, which combine convection, microwave and impingement heating, reduce cooking times by as much as 80%, and can now be leased in a package deal that combines unlimited service callouts, an extended warranty and fixed monthly repayments.
Merrychef’s manging director, Colin Lacey, describes the lease deal as “simple and future focussed”, while an optional subscription to the firm’s Welbilt KitchenConnect brings with it the ability to remotely and new menu updates and monitor the ovens.
3. Small packs help control big appetites
GLP-1 weight-loss drugs are rarely out of the news, but even before the rise of Ozempic et al, consumers have become increasingly focussed on health over recent years.
Yet people still want treats, and while millions turn to medication to help control appetites, for others smaller packs can be a key tool in the quest for maintaining diets.
Lotus Biscoff have long been provided in single and twin packs, often by café proprietors. But what may have started as a nice little bonus to accompany a double espresso now finds itself as the ideal choice for those with a focus on portion control.
Frances Booth, head of marketing for Lotus Bakeries UK, highlights that single and twin Biscoff packs are “increasingly popular as they can satisfy sweet cravings without being as indulgent as cakes, chocolates or sweets”.
This sentiment is echoed by Fabien Pasquier, retail sales manager for Brioche Pasquier, who highlights the firm’s Beignets and Pains au Chocolate are “individually wrapped so customers can enjoy one, and save the rest for another day”.
Babybel has had similar thoughts, with head of category and customer service strategy for Bel UK, Emily Lea, pointing out that Babybel 2Go twin pack helps the brand play “a key role” in food-to-go, with Babybel being top in the snacking category, and worth a staggering £117.4m in the UK.
4. Protein’s moment continues
While smaller pack sizes form part of the current food to go moodboard, it’s impossible to ignore the rising role protein plays in people’s appetites with, you guessed it, weight-loss jabs a key driver of this trend.
Step forward Babybel protein, which contains 5.2g of protein per 20g portion, a 15% uplift on the original. Or, if you’re more of a meat man than a cheese person, how about some good-old-fashioned beef jerky, albeit now with a modern twist such as that provided by Jack Link’s teaming up with YouTube star Mr Beast to boost the snack’s youth appeal.
For something a little different, how about The Protein Ball Co, which recently unveiled pistachio, matcha and hazelnut flavours, with the minimally processed snacks intended to offer an alternative to what the firm refers to as “a sea of jaw-aching, ultra-processed protein bars”.
Don’t forget about nuts, either, as these food-to-go stalwarts are both exempt from HFSS legislation and packed with protein, while market leader KP Nuts is four times bigger than its nearest rival, worth £102.3m and growing at 2.1%.
5. Traditional tastes still warrant attention
It’s undeniable that a focus on smaller portions and the impact of weight-loss drugs are huge new areas of focus for food to go, but while they have disrupted the sector to a large degree, they haven’t upended decades of established appetites and shopping habits.
This goes some way to explain why Rustlers is worth £109m and remains a “powerhouse of chilled snacking”, with the firm’s burgers, sandwiches and subs a forecourt favourite, not least amongst customers who want something quick they can heat up themselves in an in-store microwave.
Ross Davidson, head of convenience at Kepak, Rustler’s parent firm, highlights Rustlers has recently undergone a brand refresh to help keep it contemporary, while consumers view the brand as being “quick and easy” as well as a “treat”.
Davidson also notes that as well as containing a significant amount of protein, Rustlers products are also “high value”, boosting their appeal at a time when the cost of living is rarely out of people’s thoughts.
Traditionalist customers may also be interested in West Cornish Pasty Co’s new steak and Guinness pasty, which is being heavily promoted with a campaign comprising adverts on Sky TV and digital billboards.
Those after something that combines protein, the traditional and convenience, albeit with a modern twist, meanwhile, may be tempted by Peperami’s new tie-up with Doritos, which has resulted in a limited-edition BBQ Sweet Tang range.
