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The Grocer Talking Retail

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Deskfast reinvented: The new wave of speed eaters

Britain is a nation of speed freaks. When it comes to breakfast, that is. Anything that involves less prep time (and a longer lie-in) hits the spot for today’s time-pressed consumer. One in four Brits is not prepared to spend any longer than two minutes making their breakfast on a weekday. And a further 25% said their maximum prep time was three to four minutes. Not great news for the full English.

All this need for speed means today is the era of the ‘deskfast’. And consumers are becoming ever pickier about what makes the grade for that ultra-convenient first meal of the day. No longer will a slightly soggy box of out-of-date cereal do. They want all the taste, variety and health benefits of a meal at the breakfast table, but at their desk instead.

Out-of-home players have had a natural advantage when it comes to catering for these up-and-coming consumers, who crave ever more variety in their options. Coffee shops in particular have aimed to offer simple, tasty and convenient deskfast solutions on the go.

Supermarkets are also catching up fast. Waitrose’s open kitchens – available in four branches offering delicacies to-go such as avocado on sourdough – are firmly targeted at the millennial, on-the-move crowd.

Source: https://www.thegrocer.co.uk/reports/digital-features/deskfast-reinvented-the-new-wave-of-speed-eaters/570622.article Sep 28 |