UNITED STATES - Grocery retailers are increasingly competing with fast-food chains as shoppers seek convenient meal options that offer stronger value, according to a Business Insider report citing new data from location analytics firm Placer.ai.

The report found that while restaurant traffic has softened overall in 2026, quick-service restaurants have experienced greater pressure than fast-casual, casual dining and fine dining establishments. According to Placer.ai, consumers are increasingly turning to grocery stores and superstores for ready-to-eat meals that deliver convenience at a lower perceived cost.

Retailers including Kroger and Whole Foods have expanded prepared food offerings in recent years, while warehouse clubs and mass merchants continue investing in grab-and-go meals, sushi counters, hot bars and other ready-to-eat options. Grocery executives have increasingly identified prepared foods as a growth opportunity as shoppers look for restaurant-quality meals without restaurant prices.

The report also points to changing consumer perceptions of value. Rather than focusing solely on price, shoppers are balancing convenience, quality and overall experience when deciding where to purchase meals.

Additional consumer research from Technomic reinforces the trend. According to the report, 70% of consumers surveyed said meals prepared at home offer the best value for their money. Retail-prepared foods and restaurant meals were nearly tied as alternative choices, with 16% selecting prepared foods and 15% choosing restaurants.

Meanwhile, major quick-service restaurant chains continue emphasizing value-focused promotions as they work to retain traffic in a more competitive dining landscape.

Growing appeal of grocery prepared foods means consumers are increasingly comparing fast-food meals not only with competing restaurant brands, but also with what's available in their local supermarket deli.

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