Six Ways Grab-and-Go Can Boost Deli Sales

Retailers are capitalizing on demand for fresh, convenient meals with grab-and-go programs that deliver.

Grab-and-go has become a way of life, and supermarket deli operators are finding more ways to capture the sale.

Take, for example, The Giant Company, a subsidiary of Ahold Delhaize headquartered in Carlisle, PA, which operates nearly 200 stores under its Giant and Martin’s banners. Recently, the retailer lowered its hot bar prices by 10%, from $9.99 to $8.99 per pound, while adding choices, such as Korean BBQ chicken, cilantro lime rice, creamed corn with bacon, and mashed sweet potatoes. The hot bars operate daily from 11 a.m. to 2 p.m. for lunch and 4 to 7 p.m. for dinner.

“Our customers are looking for meal solutions that deliver convenience, variety, and value, especially as families settle back into busy school and activity schedules,” says Rebecca Lupfer, senior vice president and chief merchant at The Giant Company, in a press release.

“From comfort foods to globally inspired dishes and an assortment of sides to round out any meal, we’re providing even more fresh, flavorful options at a lower price and making mealtime easier for busy families.”

Consumers are increasingly turning to the supermarket deli to help put a meal on the table. FMI — The Food Industry Association’s 2025 Power of Foodservice at Retail report found that 28% of consumers choose deli-prepared foods in place of a restaurant meal, up from 12% in 2017. Another 53% take a hybrid approach, combining deli-prepared foods with items they already have at home.

These statistics underscore how ripe grab-and-go is to build deli sales. Protein-forward snacks, portions that bridge the gap between snack and meal, choices for more dayparts, restaurant-inspired flavors, and mix-and-match meal components all create opportunities. Merchandising these foods around how consumers eat can build the basket, too.

Here are six ways to grow grab-and-go sales and profits:

1. MAKE PROTEIN THE SELLING POINT

Protein is moving front and center in grab-and-go, giving deli operators more reason to spotlight protein-rich snacks and meals. That demand got another boost last year when the USDA’s 2025-2030 Dietary Guidelines for Americans raised the daily protein target by about one-third.

“Protein is a deciding factor,” says Catalina Morris, director of brand marketing at FoodStory Brands, in Phoenix, AZ, whose Upper Cut brand offers grab-and-go meat and cheese pairings, tapas trays and pre-cut cheese cubes. “With high-protein, on-the-go product launches up 53% since 2023, we lead with the number on the label. Our snack cups and packs deliver 18 to 35 grams of protein per serving.”

New for 2026, Upper Cut’s Tapas Snack Packs pair cured meats, specialty cheeses, olives, and crackers in a portable charcuterie-style tray.

Cheese is also a natural fit.

“On-the-go protein snacks are extremely popular, and everyone seems to love cheese for its clean label, three simple ingredients (milk, salt, enzymes) and satisfying flavor,” says Umberto Marconi, vice president of marketing at BelGioioso Cheese, Inc., in Green Bay, WI, whose large line of snacks includes fresh mozzarella, fontina, provolone, Asiago Fresco, artigiano balsamic cipolline and a mild provolone salame roll. “Fontina Pepperoni Rolls are our newest offering, a great on-the-go protein snack with a little spice. They are also perfect for entertaining or adding to a grilled cheese sandwich.”

Protein can also turn a snack into something more substantial.

“The modern grab-and-go consumer isn’t looking for cheap fillers; they’re looking for high-protein, clean-label micro-indulgences that fit seamlessly into a non-traditional eating routine,” says Michael Burgess, director of marketing at Mapleville, RI-based Charcuterie Artisans, which manages the Daniele, Creminelli, La Quercia and Del Duca brands.

Put that protein benefit where shoppers can see it, recommends Russ Jimenez, brand marketing director at Fiorucci Foods, in South Chesterfield, VA. The company’s newest line is its nine-SKU Crafted Paninos offered in two- and five-piece formats in elevated combinations, such as Black Truffle Cheese with Uncured Prosciutto or Smoked Gouda with Uncured Hard Salami.

“Ultimately, the operators who win will be the ones curating a portfolio that seamlessly bridges the gap between quick fuel and a premium snacking experience.”

2. RIGHT-SIZE FOR A NEW EATING OCCASION

A lot of eating happens between a snack and a traditional meal. That creates an opportunity for portions that land squarely in the middle.

“Meals and snacks are converging,” says FoodStory Brands’ Morris. “Seventy-two percent of consumers say snacks work well as small meals, according to 2026 Mintel data, which is exactly why we offer the same core proteins and cheeses across multiple portion sizes.”

The company offers formats from a 3-ounce single-serve cup to a 10-ounce entertaining tray.

Charcuterie Artisans’ Burgess agrees, seeing a similar opening in charcuterie. “Operators can capitalize on this shift by expanding ready-to-eat charcuterie displays beyond small 2- to 3-ounce child portions and standard party platters, filling the high-margin middle ground.”

A good example, he adds, is Creminelli’s new 7-ounce, five-compartment Entertaining Tray, sized for one or two, which bridges the gap between individual packs and larger family-size trays.

Snack plates also offer another way to right-size the meal.

“With the growing popularity of snack plates as meal replacements, it’s clear that snacking has evolved far beyond a between-meal occasion,” says Patrick Considine, national sales director at LaClare Creamery, in Malone, WI. “Today’s consumers are just as likely to build a meal from smaller, shareable components as they are to choose a traditional entrée.”

Delis can do the snack-meal building for customers. LaClare Creamery’s Snacking Chèvre comes as 96 pre-portioned medallions per case, ready to pair with meats, vegetables, crackers, and other grab-and-go components. The medallions require no cutting or portioning and can also top salads or layer into sandwiches.

Another premium ingredient to promote for customer-built snack-meals is pâté. Alexian Pâté & Specialty Meats, in Neptune, NJ, offers coarse-cut pâtés with rustic textures and bold flavors, smooth, spreadable mousses, and vegetable and vegan varieties in 5-ounce retail packs.

Even indulgent grab-and-go desserts can benefit from different-sized formats.

“Consumers still want to enjoy moments of elevated indulgence, yet now they’re looking for smaller portions and lower price points,” says Alyssa Barrett, senior customer marketing manager at Rich Products Corporation, in Buffalo, NY.
The company’s newest grab-and-go launches, including filled Donut Bites, S’mores Mousse Parfaits, sweet and savory Farm Rich Bites, and portion-sized cakes and dessert dips, are designed to meet that demand.

3. GRAB SALES ALL DAY

Dinner remains the largest deli-prepared food occasion, while breakfast is among the fastest-growing, according to data from the International Dairy Deli Bakery Association (IDDBA), in Madison, WI. “Today’s shoppers want solutions that fit multiple eating occasions throughout the day,” says Abby Despins, the IDDBA’s vice president of education and industry relations.

Lauren Eni Canseco, chief marketing officer at Dietz & Watson, in Philadelphia, PA, agrees and adds, “Consumers are no longer just picking up lunch. They’re grabbing breakfast on-the-go, afternoon mini meals, quick dinners after work, and protein-rich snacks throughout the day.”

The company’s new Cantina Chicken Breast meets this calling with a bold, globally inspired flavor profile that’s ideal for wraps, grain bowls, salads and sandwiches.

Products that cross several dayparts can make it easier to broaden the assortment.

“Our best-selling products in the grab-and-go arena are our wraps, including gluten-free, mini croissants and bagels,” says Karen Toufayan, vice president of marketing at Toufayan Bakeries, in Ridgefield, NJ. “They are all great for hand-held options, hot and cold, breakfast, lunch, dinner and beyond.”

4. COMPETE WITH RESTAURANTS ON FLAVOR

Convenience gets food into shoppers’ hands. Flavor can keep them coming back to the deli rather than a restaurant.

“The strongest trend continues to be the convergence of convenience and premiumization,” says Simone Bocchini, president and chief operating officer at Fratelli Beretta USA, in Mount Olive, NJ, a family-owned Italian food company specializing in charcuterie and salumi. “Consumers are looking for foods that fit busy lifestyles without compromising on quality, authenticity, nutrition or flavor.”

“Consumers are looking for foods that fit busy lifestyles without compromising on quality, authenticity, nutrition or flavor.”

— Simone Bocchini, Fratelli Beretta USA, Mount Olive, NJ

Globally inspired foods offer one way to deliver that experience.

“Our newest and most popular flavor is our Korean-Style Fried Chicken due to its indulgent positioning for a quick meal that is protein-forward with a sweet and spicy gochujang sauce,” says Amanda Hughart, senior marketing manager at InnovAsian Cuisine Enterprises, in Tukwila, WA. “The chicken can top a rice bowl, pair with mac and cheese, or fill a wrap, giving operators several menu options from one product.”

Mexican flavors offer another route.

“Our Authentic Mexican line, including Cantina Salsas and Mild and Spicy Mexico-Inspired Guacamole, offers restaurant-inspired flavor for tacos, bowls, sandwiches and prepared entrées,” says Tara Murray, vice president of marketing at Fresh Innovations LLC, in Rhome, TX, maker of Yo Quiero branded products. “Bundles, such as ‘Taco Night Made Easy,’ a lunch combo, or a game-day package, can increase convenience and basket size.”

Comfort food is getting a flavor upgrade, too. Crunch Factory’s deep-fried Crunch Rolls put Buffalo Chicken, Steak & Cheese, Mac’ N Cheese, Pepperoni Pizza and Corned Beef Reuben fillings inside a thick, crispy shell. Buffalo Chicken accounts for more than 40% of sales, while Mac’ N Cheese has strong kid appeal.

For deli operators, the format offers an easy way to add portable comfort food to the hot bar without sacrificing texture during holding, according to Darren Neaverth, director of sales and marketing for the Buffalo, NY-based manufacturer. “They maintain their crispiness under a heat lamp for four hours.”

Operators typically start with two or three varieties, then add flavors based on demand, Neaverth says. The 3.35-ounce full-size rolls are also available as smaller, faster-cooking 1.2-ounce Crunch Roll Bites.

Dips can deliver bold flavor in an easy-to-merchandise format.

“The future for grab-and-go is uniqueness and flavor, something different that feels like dining out,” says Carl Cappelli, senior vice president of sales and business development at Don’s Prepared Foods, in Schwenksville, PA.

“The future for grab-and-go is uniqueness and flavor, something different that feels like dining out.”

— Carl Cappelli, Don’s Prepared Foods, Schwenksville, PA

The company offers menu-style dips, such as Artichoke & Asiago, Cheddar Bacon & Ranch, and a Dynamite Shrimp Dip. Familiar formats can make adventurous flavors easier to try, Cappelli adds. Don’s will debut three new dips in January 2027.

5. UNBUNDLE THE ENTRÉE

Dinner doesn’t have to come in one container. With more shoppers combining prepared foods with foods already at home, grab-and-go can be as much about selling the pieces of a meal as the finished entrée.

“We expect demand to shift toward flexible meal components rather than one-size-fits-all entrées,” says Fresh Innovations’ Murray. “Delis can prepare by offering modular meals with a choice of bases, proteins, sides, dips and sauces in multiple portion sizes.”

Packaging can help make those combinations work. “We’re also excited about the TSSB4CD four-compartment clamshell, which uses anti-migration technology to help keep ingredients separated,” says Carrie Cline, senior brand manager at Inline Plastics, Shelton, CT. “It’s ideal for protein boxes, charcuterie-style assortments, snack packs, and meal combinations — formats that continue to grow as consumers look for variety and convenience in a single package.”

Sides deserve attention, too.

La Presserie’s plant-based, foodservice-oriented Hot Table Solutions, including the June 2026 BonPot line, feature 36 frozen, heat-and-serve stews, chilis, risottos, grain dishes, and noodles in varieties such as MushroFom Risotto, Chipotle & Sweet Potato Chili, and Veggie Pad Thai. Delis keep products frozen, heat only what they need, and place the disposable trays directly into the hot bar.

“Frozen gives deli operators more control over labor, shrink, and consistency, while allowing them to offer more variety,” says Adolph Zarovinsky, founder and chief executive officer of La Presserie, in Scarborough, Ontario. “They can heat what they need, when they need it, and offer restaurant-style meals and sides at supermarket prices.”

6. SELL THE OCCASION

Sometimes the best way to sell grab-and-go isn’t by telling shoppers what a product is, but what they can do with it.
“Consumers don’t shop by category; they shop by occasion,” says Dietz & Watson’s Canseco. “Whether they’re looking for a quick lunch between meetings, a protein-rich afternoon snack, or an easy dinner solution, they’re seeking convenient options that make meal decisions simple.”

Merchandise around Quick Lunch, High Protein Snack, Taco Night, Date Night at Home, or Game Day rather than leaving shoppers to put the pieces together themselves. Cross-merchandising can make the choice even easier by placing drinks, fruit, salads, crackers, bread, and other meal components nearby.

Labels can help sell the occasion right at the point of purchase.

“Labels are one of the most powerful merchandising tools available in the deli department because they influence decisions at the point of purchase,” says Elizabeth Yerecic Freedman, executive vice president of sales and sustainability for Yerecic Label, in New Kensington, PA. “Labels can support those purchases by highlighting serving ideas, pairings, and product uses that help shoppers identify the right solution for their needs.”

Take the message online, too.

InnovAsian’s Hughart suggests promoting value-priced bowls on slower days and using online ads and app notifications to spotlight special hot-bar menus. “There is significant opportunity for deli prepared meals to have product display pages online so while consumers shop online, they know they have options within the deli, too.”

Whether the message appears on a label, sign, app, or display, spell out the solution. Make it easy for shoppers to choose by day part and occasion rather than a case full of individual products. The easier the decision, the easier it is to make the sale.