Convenience and supermarkets.

The biggest news in convenient food shopping may be AutoCart claim that they will open 1500 drive-thru supercenters in the next decade. Until you are ready to consider a drive-thru service, consider offering more convenience in other ways.

The most recent issue of Technomic Digest, the food service newsletter from industry guru Ron Paul, includes the following report on new fast food offerings: "Traditional fast-food players have increased their emphasis on upgrading initiatives (entree salads and premium bread sandwiches, new "enormous omelet sandwich from Burger King and a fruit and walnut salad from McDonald's) with some strong indications of success .... Most quick-casual players have longer service times than traditional fast-food units, and when you couple longer times with higher prices, some consumers have indicated that the difference in quality is not worth the time and the cost."

This important observation suggests an opportunity for supermarkets to match or beat the price and quality of the upgraded fast food items. The opportunity is especially ripe because supermarkets have actually been gaining on fast food restaurants as places to pick up takeout dinners. Even without matching the fast food service time, shoppers can experience convenience and timesaving by picking up milk and other items along with dinner.

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Merriam-Webster defines the adjective "convenience" as "designed for quick and easy preparation or use" and provides "convenience foods" as the example. Its four definitions of "convenience" as a noun go further:

1-fitness or suitability for performing an action or fulfilling a requirement

2-something conducive to comfort or ease

3-a suitable or convenient time "at your convenience"

4-freedom from discomfort

Combining the adjective and noun definitions of convenience, you have QUICK, EASY TO SHOP AND PREP, COMFORTABLE, AND TIMED-TO-WORK-FOR-ME. That sounds like a combination that supermarkets with good takeout departments could provide--a combination that could just about make them the convenience stores of the future. By defining convenience foods as those designed for quick and easy preparation or use, pre-cut fruits and vegetables are increasingly available convenient foods, even ultimate or penultimate convenience foods. Add prepared foods to the pre-cuts and traditional groceries, and voila--a convenience supermarket of the future.