Restaurant-branded products are increasingly appearing on supermarket shelves, known as ‘fakeaways’.
- Online supermarket Ocado notes a 51% sales increase in fakeaway products as consumers seek cost-effective alternatives.
- Key brands such as Nando’s, Wasabi, and Zizzi are at the forefront of this retail shift.
- The trend is partly driven by economic factors but also by consumers seeking variety and experimenting with flavours.
- Innovations in grocery offerings from restaurant brands continue to meet evolving consumer demand.
In today’s retail landscape, ‘fakeaways’—restaurant-branded products available in supermarkets—are redefining consumer habits. These offerings have seen a significant surge, with major players like Nando’s, Wasabi, and Zizzi capitalising on this growing preference for at-home dining experiences. The trend, identified as a reaction to financial pressures, appeals to consumers aiming to recreate restaurant-quality meals at home.
Ocado has recorded a 51% upswing in fakeaway sales over twelve months, highlighting a paradigm shift among consumers who are increasingly mindful of takeaway expenses. Ocado’s Chief Commercial Officer, Amit Chitnis, attributes this to the current economic landscape, stating, ‘The rise of the fakeaways trend is largely a result of the cost-of-living crisis.’ This shift is mirrored in delivery patterns, with notable spikes in orders for restaurant brands during weekends, particularly Fridays and Sundays, reflecting traditional dining-out times.
Engagement in this trend is not solely financially motivated. Rachel Hendry from Zizzi and Miriam Rose from Leon remark that while affordability is crucial, consumers are equally enthusiastic about culinary experimentation at home. Hendry notes the allure of enjoying the Zizzi experience more affordably, while Rose emphasises Leon’s dedication to offering ‘delicious everyday products using clean ingredients.’ Bringing these restaurant experiences into the supermarket arena also addresses accessibility issues for regions lacking physical outlets.
The retail success of fakeaways is underscored by specific favourites. Pizza Express and Itsu lead in Ocado’s sales, while pretentious offerings like Leon’s waffle fries and Pret’s frozen croissants are rapidly gaining traction. This uptick in demand is shaping brand strategies, where menu adaptability to retail packaging becomes a focal point. According to Miriam Rose, Leon’s strategy involved selecting top sellers, such as gluten-free chicken nuggets, that seamlessly transition into consumer-ready forms.
Nando’s head of marketing, Abbie Hickman, describes the transition to grocery as a natural progression, enhancing the presence of its legendary Peri-Peri flavour. Nando’s grocery campaign demonstrates how strategic product placement in supermarkets can extend brand influence beyond the restaurant’s borders. The ‘Not Available at Nando’s’ campaign showcases exclusive items, amplifying the brand’s reach while providing consumers with fresh options that resonate with their existing preferences.
For grocers, including Ocado, this trend presents a lucrative expansion opportunity. As suggested by Chitnis, there is potential for introducing more accompaniments, such as sauces and spices, enhancing the in-home dining experience. Wasabi’s recent grocery range revamp denotes the competitive drive within this sector, with Annabel Stephens noting the brand’s effort to ‘strengthen and evolve’ its visual identity while staying true to its roots. This competitive dynamic is driving innovation, ensuring consumers’ evolving needs are met.
The rise of fakeaways represents an intersection of consumer demand for affordability, variety, and quality, reshaping the grocery landscape.
