Mercadonathe first channel of supermarkets In Spainis going even further in its quest to improve the customer experience, this time with its new proposition of prepared take-out meals. This initiative, which combines convenience and quality, has changed the rules of the game in the restaurant sector, offering consumers an alternative that promises speed, competitive prices and good value for money. But, How does this novelty from Mercadona affect traditional restaurants?
For years, takeaway meals have experienced exponential growth, driven by consumers’ hectic lifestyles and their need for quick, everyday solutions. Mercadona identified this niche as a great opportunity, expand its offering with prepared meals ranging from traditional Spanish options to more international dishes. The objective is clear: to offer quality food, ready to be consumed at home.at work or even in supermarkets, thanks to the integration of tables and microwaves. This strategy not only impacts the restaurant market, but could also change the way many consumers think about the act of eating out.
The new Mercadona that scares restaurants
As more and more people opt for these types of quick and affordable solutions, brick-and-mortar restaurants are starting to feel the brunt of this unexpected competition. Daniel Agromayor, CEO of Five Guyswas clear in a recent interview: “For Mercadona, opening a takeaway corner is a competition because it takes up part of the stomach”. And Mercadona’s proposal appeals not only for its convenience, but also because it offers an alternative that significantly reduces waiting times and the cost of a meal compared to a conventional restaurant.
A new competitor in the gastronomic sector
The appearance of Mercadona in the field of ready meals has not gone unnoticed in the Spanish gastronomic sector.. With a network of more than 1,600 stores throughout the countrythe chain has the capacity to reach millions of consumers who are looking for food solutions that combine speed, affordability and acceptable quality. In addition, being able to consume the products in the same supermarket facilities is an additional attraction, which transforms a simple shopping visit into a complete gastronomic experience.
Restaurants, especially those offering mid-price menus, are the most affected by this new competitor. The value for money of Mercadona’s prepared meals, added to the possibility of avoiding the usual waiting time in a restaurant, makes the chain a formidable rival. And while it’s true that restaurants have always had to compete with the fast food industry, The arrival of Mercadona in this area changes the rules of the game due to its extensive distribution network and its ability to offer ready-to-go meals in virtually all regions of Spain.
What changes is Mercadona introducing?
The key to the success of this strategy lies in several factors. First of all, the diversification of your offer. Mercadona has opted for a wide range of prepared mealsfrom classics like paellas or croquettes, to healthier and more modern options like salads or international cuisine dishes. This not only caters to different consumer needs and preferences but also manages to capture the attention of a wider audience. Additionally, its commitment to ingredient freshness and constant product rotation ensures a satisfying customer experience.
Another fundamental change is convenience. Modern life has left little room for long waits in restaurants, and Mercadona has taken advantage of this reality by offering a fast food service, without sacrificing quality. The microwaves installed in their stores allow customers to enjoy a hot meal instantly, which makes the supermarket a place not only for shopping, but also for eating.
Finally, price plays a determining role. Compared to a meal in a traditional restaurant, Mercadona’s prepared meals are considerably cheaper, which attracts consumers who are looking for a quick and cheap solution for lunch or dinner, without sacrificing quality. In a complicated economic context, this proposal is particularly attractive for a large part of the population.
Impact on traditional restaurants
The arrival of Mercadona in the prepared meals sector has caused concern among restaurateurs. According to the statements of Daniel Agromayor“if a customer chooses between a paella from Mercadona or a prepared sandwich instead of going to the restaurant, that customer is no longer yours“. This thinking illustrates how Mercadona is not only competing in the supermarket sector, but is also beginning to take part in the market that traditionally belonged to restaurants.
