The disparity isn't surprising. Restaurants initiated takeout before most supermarkets thought of adding mashed potatoes or roast chicken breasts to their deli cases. Supermarkets, however, appear poised to make up for a slow start. In five years, they predict meal-solutions sales will more than double. Supermarkets are still struggling with such basic questions as defining what their customers want and the means to deliver it, he says.
Restaurants also predict significant, if less dramatic, growth.
At some point, though, the concept is likely to plateau, says Julie Malveaux, spokeswoman for the Washington-based National Restaurant Association. Ultimately, the consumer will decide how far the phenomenon will go, Malveaux says. It's going to be what the operator has to offer and how it clicks with the customer. Some restaurants will do well. Others will find that customers prefer to eat on-site.