The trend of purchasing restaurant-branded products in supermarkets is rapidly growing, driven by several key factors.
- Supermarkets are increasingly offering restaurant-branded products like Franco Manca pizzas and Itsu meals, with Ocado reporting a 51% sales surge.
- Financial pressures urge consumers to opt for budget-friendly ‘fakeaways’, contributing to rising sales of restaurant-branded goods at home.
- Zizzi and Leon highlight the appeal of bringing restaurant-quality experiences into homes at more affordable rates.
- Nando’s and Wasabi are expanding their grocery offerings, introducing exclusive products to attract new customers.
Supermarkets across the United Kingdom are seeing a significant increase in the sale of restaurant-branded products, commonly known as ‘fakeaways’. According to Ocado, sales of these products have soared by 51%, reflecting a substantial change in consumer habits. The demand for restaurant-style food at home is notably driven by the financial constraints many face, prompting a preference for cost-effective indulgences at home.
Ocado’s chief commercial officer, Amit Chitnis, attributes this popularity to the cost-of-living crisis urging consumers to seek out more budget-friendly alternatives to dining out. He states: ‘The rise of the fakeaways trend is largely a result of the cost-of-living crisis, which led many consumers to seek out more budget-friendly ways to enjoy a treat at home.’ The shift is particularly noticeable at weekends, with brands like Leon and Pizza Express being favoured choices.
Zizzi’s Rachel Hendry and Leon’s Miriam Rose recognise the shift in spending patterns, noting that consumers are drawn to the convenience of enjoying restaurant-quality meals at home. According to Hendry, the key is to make these products easily accessible, especially for those without immediate access to a restaurant branch. Rose adds that it’s not just about saving money but also about the desire for varied flavours and cooking experiences at home.
The popularity of these products is not limited to Nando’s, which expanded its grocery range significantly in 2023, but also includes brands like Wasabi and Itsu. Nando’s head of marketing, Abbie Hickman, noted the continuous expansion of their product offerings, with exclusive grocery items unavailable in-restaurant, thereby enhancing the at-home dining experience.
As the market for fakeaways grows, retailers see this as an opportunity to diversify and enhance their offerings. Ocado anticipates an expansion in the category to include more accompanying products such as sauces and spices, with the potential for USA-based restaurant chains entering the UK market. The ongoing evolution in grocery offerings, exemplified by Wasabi’s recent brand refresh, highlights the brands’ commitment to adapting to consumer preferences.
The surge in ‘fakeaway’ sales signifies a shift in consumer behaviour towards more affordable and convenient dining options at home.
