CINCINNATI – Kroger recently acquired Home Chef for $200 million and stepping into the meal kit industry for the first time. But the grocer wants to do more.
Earlier this year, Kroger launched its Easy For You! self-service stations that include frozen seafood and meat selections along with sides. It’s a convenient option for shoppers, allowing them to add the selections they want, bring the meal home and heat it up for up to 12 minutes. There are 12 to 18 selections at each station for $7.99 a pound. Options include shrimp scampi, prime rib with mushroom gravy, and macaroni and cheese.
These DIY stations are just another way to make a customizable meal. The meal is not pre-packaged for conumers, but allows them to choose what they want and adds convenience to the entire experience. This option, akin to a hot buffet bar, lets customers curate their favorite foods and stock up for the week.