Meijer Looks to Compete with Restaurants with New Line of Heat-and-Eat Meals

Looking to cater to customers in need of speed and convenience, Meijer on Wednesday debuted its new line of restaurant-style, single-serve Crafted Market heat-and-eat meals.

Available in the deli section of all Meijer stores, Crafted Market meals are quick options, ready to eat in under five minutes at home, the Grand Rapids, Michigan-based grocer said in a statement.

"We have a long history of centering convenience and quality in our deli experience for our customers, so expanding our ready-to-heat options just makes sense," Marlys Roberts, Meijer merchandising director of deli and bakery, said in a statement.

Customers seeking a solution when they don't feel like cooking can now find 12 varieties of meals in the deli grab-and-go section of their local Meijer, the grocer said. Forty percent of its Crafted Market meals are expected to be consumed the same day they're purchased, Meijer said.

The new ready-to-heat options come in two lines – Crafted Market by Meijer and Crafted Market Signature by Meijer. The Crafted Market line offers classic, family favorites like blackened chicken mac & cheese, teriyaki chicken, and meatloaf and mash, Meijer said. The signature line offers a more-elevated meal option, which is assembled in-store, such as chicken enchiladas, pesto-grilled chicken with lemon- thyme orzo, and chicken asada, the grocery retailer said.

"We know that sometimes doing your grocery shopping can work up an appetite, so we're pleased to be enhancing our heat-and-eat selection with this line full of fun flavors and classic favorites that customers can grab as they finish up their trip and enjoy soon after from the comfort of their homes," said Salwan Yaqo, Meijer deli buyer, in a statement.

Earlier this year, the Midwest grocer opened two new 155,000-square-foot supercenters—the first one in Fort Wayne, Indiana, and the second on in West Branch, Michigan. Meijer operates more than 258 supercenters and grocery stores throughout Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin.