-Canteen style- is blowing in supermarkets. Will customers pay the bill-

In a recent trend in grocery retail, several supermarkets have ventured into the food service arena, successfully introducing dining options that have gained popularity among shoppers.

During a visit to a newly opened cafeteria within a supermarket in Beijing’s Haidian District, I was impressed by the extensive menu featuring over 60 dishes, including delectable offerings like braised meat with black fungus, scrambled eggs with tomatoes, and braised eggplant—all served piping hot. The self-service buffet was bustling with activity as customers filled their plates, and at peak times, the cafeteria can host more than 100 diners at once.

Customer Yang Na shared her delight with the cafeteria’s affordability and variety, filling her plate with six or seven different dishes. “The self-service format provides a healthier and more appealing alternative to the usual boxed meals,” she remarked.

This cafeteria is part of an innovative business model introduced by the supermarket, currently serving both lunch and dinner. Main courses such as noodles and fried rice are available for 13 yuan, while a wider selection of stir-fried dishes costs 19.9 yuan. Shoppers appreciate the vast array of options, from vegetarian to meat dishes, pastries, and fruits.

The cafeteria has attracted a diverse clientele, including seniors, children, working professionals, and students. Store manager Zhong Xiaoying explained that the supermarket’s strategic location among office buildings, residential areas, and universities makes it an ideal stop for quick meal options, particularly during the summer when parents bring their children along.

For Gong Wei, an employee at a nearby company, the cafeteria has become a staple. “It’s affordable and fits my everyday dining needs. Besides our company cafeteria, I often come here,” he stated.

Another regular, 74-year-old Yuan Xiangyu, noted, “The food is well-balanced for our tastes.” She frequently visits to shop and enjoy lunch, often bringing family along for the experience.

At a nearby table, construction worker Sun Feng commented on the generous portion sizes of the 13 yuan stir-fried noodles, sharing that he discovered the cafeteria while shopping. It’s now a part of his daily routine with coworkers.

A look behind the scenes in the cafeteria’s kitchen revealed state-of-the-art equipment, including automatic stir-fry machines and dishwashers. These machines facilitate quick preparation, enhancing both efficiency and healthiness of the freshly cooked meals.

The integration of a cafeteria within the supermarket signifies a strategic shift toward multi-format operations, in line with the current trends for upgrading brick-and-mortar stores. Zhong highlighted the supermarket’s strength in maintaining supply chains for fresh vegetables and meats. “We select our suppliers carefully to ensure we use fresh ingredients daily—never leftovers from the previous day—which guarantees safety and boosts service efficiency,” she explained.

The establishment of the cafeteria has also brought in 12 new staff members who have received thorough training in kitchen and sanitation practices. All utensils are subjected to strict cleaning and sanitizing protocols, with routine inspections to uphold safety standards.

“Quality ingredients are the foundation of food safety, and we will not compromise on sourcing,” Zhong emphasized, noting the goal is to provide local residents with satisfying meals that encourage them to return. The plan also includes integrating the cafeteria with community services to enhance convenience for residents.

Since its launch in June, the once-ordinary stall area, previously selling items like steamed buns and noodles, has transformed into a vibrant dining space. With daily foot traffic averaging between 600 and 1,000 customers and the introduction of takeout options generating about 120 orders per day during a trial period, it’s evident that the concept is resonating well with the community.

“We’ve noticed that a significant number of grocery shoppers also dine in the cafeteria, with many purchasing everyday items post-meal. This model invigorates consumer activity in our store,” Zhong observed.

Other retailers have already embraced the food service market, with Hema Fresh adopting a “supermarket plus fresh dining” approach from the outset. Recently, major brands like Yonghui, Wumart, and Hualian have also introduced convenient dining options. This trend not only boosts customer traffic but meets the demand for affordable meals, reigniting interest in supermarket dining.

Experts suggest that traditional supermarkets are now focusing on optimizing their physical spaces by blending various offerings. Incorporating budget-friendly dining options is seen as an innovative strategy for supermarket transformation. Quick meals are commonly sought-after, and customers buying prepared foods may also increase sales of related items, such as beverages and snacks. Furthermore, this dining option gives supermarkets a competitive advantage over e-commerce platforms, which struggle to offer freshly prepared meals.

While the “supermarket plus cafeteria” concept captivates consumers, maintaining its appeal will require effective management from the involved businesses. Supermarkets must continuously deliver value through quality products and services while carefully assessing profitability to ensure long-term sustainability. As consumer preferences evolve, supermarkets face mounting pressure to innovate continuously, offering a broader array of desired products and services to thrive in this changing landscape.