The trend of ‘fakeaways’—restaurant-quality meals from grocery stores—is rising, driven by consumer demand for affordability and convenience.
- Amid financial pressures, consumers are increasingly seeking budget-friendly options, making ‘fakeaways’ a popular alternative to dining out or ordering in.
- Restaurant brands entering the supermarket arena, such as Nando’s, Wasabi, and Zizzi, are leading this retail evolution.
- Key players like Ocado have reported significant growth in their ‘fakeaway’ offerings, meeting the consumer appetite for quality at-home dining experiences.
- As consumer preferences shift, supermarkets and brands are innovating to bring beloved restaurant flavours directly to home kitchens.
Products from well-known restaurant brands, including Nando’s and Zizzi, are becoming common in major supermarkets. Known as ‘fakeaways,’ these products offer consumers the chance to enjoy restaurant-style meals at home, a trend attributed to the current cost-of-living crisis. Amit Chitnis from Ocado notes that financial pressures have led to a heightened awareness of takeaway spending, prompting a shift towards at-home dining experiences.
Ocado has expanded its restaurant offerings by 77% over the past year, capitalizing on this trend. Consumer research indicates a strong preference for enjoying restaurant-level meals at home, particularly during weekends, with Friday and Sunday being peak times for ‘fakeaway’ purchases. During these times, brands like Leon and Pizza Express are frequently chosen.
Rachel Hendry of Zizzi notes that evolving consumer spending habits encouraged the brand to offer more affordable in-home dining options. This approach not only caters to those looking to replicate dining-out experiences but also extends the brand’s reach to consumers without nearby restaurants.
Miriam Rose from Leon highlights that the ‘fakeaway’ trend is not solely driven by budget constraints; there is also a demand for unique flavours and cooking experiences at home. Leon brings its ethos of natural ingredients to supermarket shelves, fulfilling a market need for quality, preservative-free products.
‘Fakeaways’ are an opportunity for retailers to diversify their product offerings, with the market expected to grow. Nando’s, for instance, has adapted its iconic Peri-Peri sauces for grocery shelves, extending its brand presence beyond restaurants. These products appeal to consumers seeking both convenience and the familiarity of restaurant flavours at home.
Wasabi has also entered the grocery market with a revamped line, highlighting the growing competition among brands to capture diners preferring at-home restaurant experiences. The continuing popularity of ‘fakeaways’ underscores a pivotal shift in how consumers choose to enjoy their favourite dining brands.
The growing ‘fakeaway’ trend demonstrates a significant shift in consumer dining preferences, with retailers and restaurant brands capitalising on this change.
