UK premium ready meal retailer Cook has launched a new click and collect service, allowing customers to place their order online and collect from a local store two hours later.
The service is available for all of Cook's frozen ready meals, from Beef Bourguignon to Thai Butternut Squash Soup, which are made using fresh and local ingredients. The ready meals can also be delivered at an additional cost.
Unusually for a ready meal retailer, Cook has invested heavily in establishing physical stores. The company owns more than 70 standalone shops across the UK and its meals are also stocked in 350 concessions and franchises within farm shops and independent retailers, purposely avoiding placement in larger supermarkets.
The new click and collect service is likely to appeal to the growing cohort of time-short consumers who seek easy-to-prepare, healthy meals that incorporate high-quality ingredients, as explored in Fast-Moving Premium Consumption.
Click and collect services have become increasingly popular with busy consumers. New services from major retailers such as Amazon Fresh and Google Shopping Express are forcing other companies to update their services. See Grocery E-Commerce: Online Retail's Next Frontier and In-Transit Click-&-Collect for more. And for more on new delivery formats, see Roaming Retail: New Gen Fulfilment.