Supermarkets launch ready-made meals to make eating cheaper and easier

While takeout and food deliveries accumulate a crucial source of revenue during the pandemic, supermarkets are stepping up to offer cheaper meal alternatives to Australians.

Online orders and no-contact pick-up have been an economic lifeline for most Australian households during the pandemic.

From restaurant and cafe closures to social isolation, the coronavirus has seen a significant demand for food deliveries, as apps such as Uber Eats, DoorDash and Menulog allow customers to order from a wide array of restaurants with a single tap of their mobile phone.

The average Australian consumer reportedly spends $9.65 on a single takeaway meal, while the average spend including delivery fee is $13.06, according to market research company, The NPD Group.

Food delivery apps like Uber Eats have been an economic lifeline for most Australians.

“The industry is changing very quickly and moving to pick-up and delivery only options,” NPD Group senior vice president and deputy managing director Gimantha Jayasinghe said.

“Full-service restaurants and cafes are adapting to the current situation by introducing takeaway and delivery friendly menus. We’ve also seen a strong demand for ‘in-store hygiene’ and ‘contactless’ delivery.”

Despite its growth, delivery fees have become an increasing source of difficulty for customers, who are now seeking new ways to feed themselves or their family for less.

Coles' new slow booked beef brisket bourguignon.

Coles general manager for fresh convenience, dairy and freezer, Charlotte Rhodes, said customers are desperate for quick and easy meals, based on their recent customer survey.

It found that one in three customers don’t have the time to cook from scratch and 52 per cent aren’t interested in cooking more at home.

“We’ve seen a growing demand for Australian restaurant-quality food that won’t break the bank and provides healthier alternatives to fast food,” Ms Rhodes said.

Coles and Woolworths supermarkets have launched a range of convenience meals that are simple to prepare at home or on-the-go.

Coles has launched 100 new convenience meals, including Coles Kitchen ready to heat meals, Coles Finest premium quality meals and new Nature’s Kitchen plant-based options.

The ready-made cuisines, from slow-cooked beef brisket bourguignon to chicken tikka masala with rice, each start from $6.50.

While Woolworths’ new offerings include healthy and veggie-packed meals for just under $10.