Consumer Behavior

Kroger exploring various ways to market prepared meals

Photo by istock.com

April 7, 2021

Ghost kitchens and dinner kits are top of mind for supermarket brand Kroger as it seeks to answer every shopper's big question: What's for dinner?

The brand is testing out approaches by tapping into its meal kit line, Home Chef, as well as the ghost kitchens and salad franchises that have taken root within some of its stores, according to a CNBC report.

The supermarket chain shared the strategy efforts during a recent virtual investor day. It all comes at a time when consumers who are home-bound due to the COVID-19 pandemic, have had limited in-restaurant dining options for over a year and are weary of cooking most meals.

Kroger, the biggest U.S. supermarket chain, saw same-store sales grow 14.1% in the year that ended Jan. 30, 2021, according to the report.