CPG, Grocery, & Restaurants Converge At Trendy Los Angeles 'Superettes'
November 08, 2023
According to the International Dairy Deli Bakery Association (IDDBA), deli prepared foods saw sales gains of 11.9% last year as consumers sought convenient options outside of the restaurant channel. Within the broader category, pizza sales grew 13.8%, soups 21.2%, and entrées 15.7%. Furthermore, a study from IDDBA found that while 41% of shoppers cook recipes entirely from scratch, 50% combine prepared foods and raw ingredients, and 9% only seek out prepared foods. That means that the vast majority of consumers are seeking out this category in their weekly grocery shopping trips. In cities like Los Angeles, small neighborhood convenience stores have gained popularity as hybrid cafés, restaurants, and grocery stores with an eye towards curated, seasonal selection. One term for these minimarkets are “superettes,” a French term for small c-stores. Over the past few weeks two new concepts have launched in Larchmont Village, Los Angeles that further underscore this trend– Cookbook and Suá Superette. The former is owned by the restaurant group behind famed Jon & Vinny’s while the latter was born out of CPG startup Fly By Jing and is opening today.