News

The art of takeout packaging

March 30, 2006

Research shows that takeout packaging is just as important to consumers as the food. According to a recent Dixie Foodservice survey, 50 percent of consumers said visual presentation and re-heatable packaging were two of the most important factors, other than the food itself, that influenced their decision to purchase a takeout or prepared meal.

"The first thing they want in packaging is something that works," said Bruce Reinstein, Fresh City chief operating officer. "Everything else is insignificant."

Hectic schedules make quick meals an increasingly important part of the family dinner. Nearly 62 percent of adults have purchased a takeout meal from a restaurant or grocery store, according to a recent Dixie Foodservice survey.

With a finite number of hours in the day, fast-casual consumers want food that is hot, tastes good and will simplify their day. The last thing a restaurant wants to do is complicate the customer's meal with spills or food that quickly gets cold. For that reason, Fazoli's is moving toward offering meals in bowls rather than plates, both inside and outside the restaurants, said Marsha Cox, Fazoli's manager of purchasing.

Like many fast-casual chains, Fazoli's has innovative packaging essential to overall customer satisfaction. With a deep bowl and a lid, the chance of spilling decreases.

"We are all eating on the go more and more, and this packaging concept lends more support to that," Cox said. "We try to enhance the guest experience."

Similarly, Reinstein's Fresh City restaurants will test square-shaped bowls. Fresh City believes the different shape will increase portability. To help patrons get in and out quickly, Moe's Southwest Grill is offering online grab-and-go ready-made selections, as well as online ordering, said Brian Curin, vice president of marketing for Moe's parent company, Raving Brands!.

Easy experience

Though the days of a hamburger in a Styrofoam clamshell are long gone, environmental sensitivities are increasing at the point of sale. Dixie Foodservice's survey reports 75 percent of respondents believe it is important that takeout meals be packaged in recyclable, environmentally safe containers.

Sacrificing a favorite food for another in a more earth-friendly package, however, is not yet the norm, said Lauren Goldberg, project director for Perception Research Services.

"They are always happy when they see that, but they aren't always willing to make that trade," Goldberg said of consumers making purchases based on environmental friendliness vs. food preference.

Brand identity in a box

When the package leaves the restaurant, it provides a chance for marketing and branding. Whether it's a restaurant's logo on every piece of packaging, or coupons affixed to cups, the containers help bring the brand into the customer's home, car or office.

In a nod to Moe's Southwest Grill's family-minded patrons, stores are offering an expanded children's menu and revving up the graphics and games printed on its packaging, Curin said. Raving Brands! research showed its portable packaging can have a shelf life in the home of at least 90 days.

"We want them to want to walk around with it," Reinstein said.