Ready-prepared Convenience Foods
0031 In the middle of the golden era of consumer products,
while mass-marketed, supermarket-sold, branded,
packaged convenience foods were setting new con-
sumption records, a new type of convenience food
was rushing into the market place: ready-prepared
foods that offered consumers the ultimate in utility
and convenience, food requiring no preparation,
complete and ready for consumption. Foods, both as
hand-held snacks or full meals that can be purchased
in fast-food outlets and restaurants, as well as in
supermarkets and stores of all other kinds, and
eaten at the site of purchase, in the home, or on the
move. While the convenience of ready-prepared food
has, in a sense, been available in many forms since the
time of the Roman Empire and their cookshops, the
rapid and extensive growth plus the commercial
origin of these modern ready-prepared foods was
without parallel.
0032 By the 1990s, this new wave of convenience ready-
prepared foods would largely blunt the phenomenal
growth experienced by packaged, branded conveni-
ence foods in the US supermarkets since the 1940s. By
the early 1990s, total consumer retail spending on
foods of all types at all sales outlets had reached
approximately US$700 billion annually equally
divided by shoppers between traditional processed
foods and new ready-to-eat foods. These new con-
venience foods became available everywhere: in res-
taurants of all types, catering, and institutional outlets
(schools, universities, hospitals, government, and
industrial cafeterias). Even supermarkets and stores
of many kinds joined the new trend to offer also take-
out, ready-prepared foods. By late 1990s, applying
the successful marketing and branding techniques
developed earlier by the packaged food industry,
the annual growth of ready-prepared foods was out-
distancing traditional foods sales by approximately
four-to-one (4% versus 1–2%) annually. In other
industrial countries, a similar trend was occurring,
but not yet to the same extent as in North America.
0033 The ever-changing concept of convenience foods
was taking on still another identity, driven by a new
set of social, economic, and technical factors. Socio-
economic factors, in particular, were largely respon-
sible for the success of these new ready-prepared
convenience foods. Americans were experiencing
unprecedented economic growth, affluence was
molding their expectations, and ready-prepared
foods became ‘affordable luxuries’ for all. A major
factor in the changing economy was increasing par-
ticipation by women in the work force; the number of
women working outside the home doubled from fewer
than one in three in the 1950s to nearly two in three in
the 1990s. Overworked, time-constrained consumers,
often in dual-income or single-parent households, not
having the time, energy, or desire to cook, moved from
the traditional never-changing meal schedules of the
past to unstructured and fast-paced feeding schedules.
Furthering this trend was the number of married
households with children in the USA, which declined
from 40% in 1970 to 24% in 2000.
0034Ready-prepared convenience foods were ideally
suited, in both form and price, to the new eating
patterns. Americans, both young and older, experi-
encing new lifestyles, increasingly prefer the easy
availability, immediate service, and fresher taste of
ready-prepared foods, as opposed to highly processed,
packaged foods requiring supermarket purchase,
tiring transfer to the home, and then preparation
and clean-up. Food also became more than just
daily nourishment, but often entertainment, too, as
people were experiencing new tastes, foods of new
ethnic varieties, and new types of restaurants. By the
1990s, Americans appeared to be eating convenience
foods continuously and everywhere; concurrently,
their away-from-home eating places were changing,
as well as the types of food they were eating.
0035Between 1970 and 1990, the number of full-service
restaurants per 100 000 people fell by one-quarter,
and the number of bars and luncheonettes by half.
New eating spots – fast-food outlets – were taking
their place; during the same period, the number of
fast-food outlets doubled. The majority of these were
part of huge national and even international chains
that been started in the 1950s and 1960s (McDon-
ald’s, Burger King, Kentucky Fried Chicken, now
known as KFC). These fast-food chains, with their
hamburgers, French fries, fried chicken, and soft
drinks, combined with new moderate-priced, family-
style restaurants (Denny’s, Red Lobster), pizza shops
(Domino’s, Pizza Hut), and coffee outlets (Dunkin’
Donuts, Starbucks) and assorted other types, would
come to dominate America’s new convenience food
industry, with an estimated 40 million people per day
eating at, or meals from, fast-food outlets in the 1990s.
By 1998, the 20 largest fast-food chains would have
79 922 outlets, with annual sales of US$56 billion,
accounting for 23% of total US restaurant sales,
often located side-by-side, convenient by automobile,
in or by major shopping malls and highways.
0036In order to compete, supermarkets would start to
offer ready-prepared items, as did many other types
of food shops. Traditional food companies also
started to offer chilled, ready-prepared convenience
foods. The same economic and social trends that
favored the growth of the fast-food outlets also
favored an equally strong growth of all types of insti-
tutional foodservice. These new convenience foods
1620 CONVENIENCE FOODS