The Evolution of the Grocerant: How Grocery Stores Are Redefining Dining

The line between grocery stores and restaurants have blurred. Today’s consumers expect more than just a place to shop for ingredients; they want a complete dining experience with fresh, high-quality meals ready to eat. Enter the grocerant. A portmanteau of grocery and restaurant, the concept emerged as a trend in the early 2010s and has grown into a mainstream dining concept in the years post-pandemic.

From chef-driven prepared meals to full-service seating areas, grocery stores cater to busy consumers who want fresh, healthy, and convenient meal solutions without breaking their monthly budget. With 74% of grocery shopping trips taking place in physical stores each month, according to a 2024 survey distributed by Drive Research, and as consumers increasingly seek out convenience, dine-in or grab-and-go options at grocery stores have become increasingly popular for grocers and shoppers alike.

During the pandemic, retail food service purchases dipped, but now they're on the rise again; a 2022 study released by PYMNTS showed that 37% of grocery shoppers had purchased prepared foods during a shopping trip in July of that year, up from 30% the previous November.

At the same time, the rapid growth of food transparency regulations and supply chain technology is reshaping how grocers approach food safety, traceability, and consumer trust. With new tools and strategies, retailers can now provide the same level of confidence and accountability that restaurants are expected to maintain.

So, what’s next for the grocerant? Let’s explore the latest industry trends, consumer preferences, and the essential role of food safety technology in shaping the future of grocery dining. 

The Changing Consumer: What Today’s Grocery Shoppers Want

Today’s grocery shoppers are looking for fast, affordable, and high-quality meal solutions—and grocerants are delivering. While Millennials once drove this shift, Gen Z and busy professionals of all ages are now fueling demand for restaurant-quality meals at grocery store prices.
Convenience is the top priority.

Consumers want ready-to-eat meals that fit into their schedules, whether that means grabbing a hot meal on their lunch break, picking up dinner on the way home, or ordering through a grocery delivery app. Many grocers are expanding their grab-and-go selections, pre-packaged meal kits, and heat-and-eat options to meet this demand. 

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Price is another major factor. Eating out is expensive; many consumers seek ways to cut costs without sacrificing quality. Grocerants offer an appealing alternative: fresh, chef-prepared meals at a fraction of restaurant prices. With reduced overhead costs compared to traditional restaurants, grocery stores can provide a cost-effective dining solution that keeps customers coming back.

Technology is also making grocery dining more accessible. Mobile apps, digital kiosks, and online ordering allow customers to customize their meals, schedule pickups and even use grocery store loyalty rewards to save money on prepared foods. Some grocers are also partnering with third-party delivery services to bring fresh, hot meals straight to customers’ doors—further blurring the line between grocery stores and restaurants.

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Ultimately, today’s grocery shoppers want fast, affordable, and high-quality dining options that fit seamlessly into their busy lives. Grocerants that focus on efficiency, competitive pricing, and digital convenience will be best positioned to meet this growing demand.

How Grocers Can Elevate the In-Store Dining Experience

As grocery stores become dining destinations, grocers can create elevated food service experiences rivaling fast-casual and fine-dining establishments to compete with traditional restaurant spaces.

A key strategy is the expansion of chef-driven menus. Instead of (or in addition to) standard hot bars and salad stations, grocers offer restaurant-quality meals prepared by trained chefs. Stores like Whole Foods, Wegmans, and Hy-Vee have developed gourmet meal stations featuring wood-fired pizzas, sushi counters, build-your-own bowls, and fresh seafood bars. This shift transforms the grocery store into a place where customers don’t just shop—they stay and enjoy a meal.

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Another major upgrade is cafe-style seating areas designed to encourage social dining. Many grocers now provide comfortable seating, free Wi-Fi, and even live music or happy hour specials to create a more engaging atmosphere. These spaces make grocery dining more inviting, positioning stores as community hubs rather than transactional retail spaces.

Technology can also play a big role in improving the dining experience. Self-order kiosks, QR-code menus, and mobile checkout options make the process fast and frictionless. Some grocers have even partnered with food delivery services to expand their prepared meal reach beyond the store, offering local delivery for customers who want the quality of a grocerant meal without the trip. By investing in better food, more inviting dining spaces, and digital convenience, grocers are proving that they can offer a top-tier dining experience alongside their traditional retail offerings.

The Role of Food Safety & Transparency in Retail Foodservice

As grocerants continue to grow, so does the need for food safety and supply chain transparency. Consumers now expect detailed information about where their food comes from, how it’s prepared, and whether it meets the highest safety standards. For grocers, this means adopting advanced food traceability systems and compliance technology.