Whither convenience?

The question didn't come from one of our shoppers. It came in an email from the managing editor of an industry publication, who wrote: "I noticed that convenience is getting a lot of play in our stories recently. New formats: Giant Food launching a To Go C-store this week, EW James planning a small format fresh convenience store in Tenn. New layouts: Giant Eagle revamping its Express store by emphasizing most commonly purchased prepared foods; Food Lion testing a new Quick and Easy Aisle. New successes for old brands: Dollar General adding convenience foods and 7-Eleven reporting good business from value-oriented PL and bulk items (such as 18 packs of beer versus 12-pack). You would think convenience formats and products would have a harder time during a recession, but it seems that the trend is finding its niches. I'm interested in any thoughts on where convenience is headed."

Here is what I wrote back:

"When I read about Giant Food's 'To Go' I thought 'Right on!' People aren't going to give up convenience unless there's a major benefit besides saving money (like hanging clothes outside to save the environment as well as electricity use). People going to restaurants less are eating at home more. Some are cooking more: some are finding other ways of eating at home conveniently. Prepared foods are getting tastier, healthier, and less institutional. More supermarkets are learning how to be the superanteurs (my coinage). Bashas' prepared foods are available from 4-8, like dinner hours at a restaurant. Many of those who have come to enjoy food prepared outside the home aren't going back to everyday cooking, ergo, they need convenience."

If the attitudes of young mothers can predict the direction of convenience, it's almost full speed ahead. Five to ten years back, adding water bottle holders to strollers was an important step in making them more convenient. The latest strollers are equipped with instruments that show speed and mileage data, temperature, and the time. Some come with motorized folders that make them easier to fold and unfold with one hand, and/or a hookup and storage pouch for MP3 players.

Besides helping trendy young moms, stroller enhancements inspire new wheelchair designs. My experience with people in wheelchairs says that motor-assisted folding would help. Getting a wheelchair into a trunk, or ready to seat an unstable adult, can be a daunting task.

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