01 July 2016 10 min read

With reality shows putting gourmet cooking on the map and the health focus increasingly on what we eat, retailers keep looking for creative ways to bring food to their customers.

Iconic Australian retailer, Target, for example, has started integrating modern cafés into its new stores and is now serving up a selection of sweet and savoury foods as well as its award-winning Victorian roasted coffee and other drinks.

According to Target’s buying manager of food, Paul Horwell, this started with the relaunch of its Frankston store last year and has been an integral part of some of the chain’s biggest store openings ever since, including Chadstone, Eastland, Midland, Joondalup, Springfield Orion and Stockland Wetherill Park.

The move should boost Target’s customer experience.

In addition to this, Target has created its own exclusive, private label, The Fabulous Food Company (TFFC). This range of cookies, savoury biscuits, nuts, popcorn, confectionery and more is showcased in a dedicated area in selected stores and is made with natural ingredients, with no nasties such as artificial flavours or colours.

Over Christmas, Target rolled out celebrative platters and mince tarts and Christmas puddings, and this Australia Day it celebrated with ANZAC biscuits and other quintessentially Australian treats.

“We know that food is an extremely important part of the shopping experience, whether it is an impulse buy or stopping for coffee and a sandwich to relax and unwind,” said Horwell.

“We want shoppers to know Target is their one-stop shop for special occasions,” Horwell said, adding that Target would widen this range this year.

“Food is becoming the new fashion,” Horwell mused. “We can see it with the influx of restaurants and bars into global fashion high streets and the focus it has on social media. Target is always tapping into the latest trends across fashion and décor and we are proud to be delivering the latest in food retailing to the Australian people too. “We are also looking forward to providing food solutions for special occasions and with Easter on the horizon, we are excited to debut our Fabulous Food Easter range. With prices starting from $1, and lots of unique and exclusive flavours and designs, we’re looking to position ourselves as the go-to destination for big calendar events, as well as day-to-day shopping.”

But while Target is bringing food into its stores, some food retailers are taking their wares straight to the customer.

One of them is Sumo Salad, which has been sending its food truck to a range of music, sporting and family events this summer. Petra Orrenius, head of marketing at Sumo Salad, explained that the main objective was to create awareness of Sumo’s products and to test the market.

But while Target is bringing food into its stores, some food retailers are taking their wares straight to the customer.

One of them is Sumo Salad, which has been sending its food truck to a range of music, sporting and family events this summer. Petra Orrenius, head of marketing at Sumo Salad, explained that the main objective was to create awareness of Sumo’s products and to test the market.

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