Cash-strapped Canadians still want to host dinner parties. Here's how they're doing it
Call it the potluck economy: With household budgets under pressure, many Canadians are adapting how they shop—and how they socialize. According to a survey by EQ Bank, 38% of Canadians are choosing lower-cost social plans, and 36% are hosting potluck or BYOB gatherings instead of splurging on nights out. In addition, 54% are cooking at home instead of ordering in.
“The food business is shifting from service to retail, but you can’t just cook at home on your own. People want variety and they want to host or be hosted,” says Sylvain Charlebois, director of the Agri-Food Analytics Lab at Dalhousie University.
For grocers, this presents an opportunity to play a bigger role in how Canadians entertain at home.
Leverage loyalty
Loyalty programs and personalized offers can help grocers capture the at-home entertaining basket. The best rewards feel relevant to existing shopping habits, rather than just offering arbitrary discounts, says Jennifer Hawkins, president of BMO’s Blue Rewards loyalty program. “For at-home entertaining, that could mean targeted offers on complementary products or categories, bonus points on everyday essentials or promotions that encourage shoppers to explore more of the brands they already know and love.”
Loyalty data can reveal larger shopping occasions through patterns in basket size, product combinations and timing. Using data to predict shopping patterns allows retailers to recommend relevant entertaining essentials across appetizers or snacks to add value and boost basket size, says Hawkins. She also suggests bundling value around an experience, such as a “game night” or “holiday hosting” offer.
Make entertaining easier
Cross-merchandising can help consumers create a crowd-pleasing spread, with ready-to-heat sides, prepared produce and grab-and-go components grouped together. “If people are hosting, you want to empower them by offering ready-to-eat products or items that can help a host put things together quickly,” says Charlebois.
Denninger’s, a Hamilton, Ont.-based specialty grocer, takes that approach with charcuterie, offering ready-to-go trays alongside products and guidance for shoppers to build their own boards.
“Entertaining also comes down to educating the consumer, for example, showing them what makes a specific cheese special, how to combine it with meat, and then featuring add-on basket items such as crackers, spreads and antipasti,” says Nathalie Coutayar, merchandising and marketing senior manager at Denninger’s. “Make it easy for people to put it together.”
Bring the restaurant experience home
Grocers can position at-home entertaining as an elevated experience without the restaurant price tag. “This is a chance to reframe expensive grocery items from an unnecessary luxury to an affordable way to make a night at home feel more special,” says Jon Crowley, partner, head of strategy and SVP at Fuse Create, a full-service marketing agency. “There’s nothing wrong with a premade veggie tray, but a baguette and triple cream brie add a layer of fanciness to something that’s still affordable and low key.”
READ: Consumers crave more from home-meal replacements
While budgets may be stretched, Crowley says the focus doesn’t have to be solely on savings. “You can sell the upside of inviting friends over while positioning it as a sign of intimacy, closeness and savvy, rather than a budget issue,” he says. “Hosting people at your home shouldn’t feel like a sacrifice.”
