What can UK supermarkets learn from a summer of #grocerystoretourism?

With a collective wealth of experience in the retail industry (and as a bunch of self-diagnosed retail geeks) the concept of #grocerystoretourism is nothing new to Capgemini’s UK retail team.

The tagline has seen a boom of content on TikTok this summer, with users posting sometimes weird and often wonderful products and concepts they’ve experienced in grocery stores while holidaying abroad.
But beyond a bit of fun, there’s a depth of actionable insights for UK grocers to take away from this trend. Here, our retail experts share their top tips.

“Champion small, local producers to celebrate the best of Britain’s rich farming heritage.”
Roxy Ryan, Senior Consultant, Capgemini Invent UK  

With the boom of a food-obsessed generation and a post-covid era encouraging a taste for travel again, visiting local supermarkets in new countries can be a core part of the overall cultural experience.

Europe is a hive of gastronomic activity and sensational foodie capitals have become major tourist drivers. For example, Lyon in France and San Sebastian in Spain – which has the second highest concentration of Michelin stars per square kilometre in the world. And this passion extends beyond the restaurant floor, as travellers seek out the best taste of the country to bring back to their table spreads at home.

France is well known for its extensive fresh produce selection glistening under misted displays (something Morrisons attempted to recreate with little appetite) but a recent trend has travellers paying an extra euro to vacuum pack the Parisian butter ‘Le Beurre Bordier’ to fit into their luggage. Even the more accessible ‘Grand Fermage’ butter with its large salt crystals is tempting travellers to stock up when it’s impossible to find on supermarket shelves back home.
Other desirable products driving footfall into supermarkets across the globe are the infamous flavour varieties of Lays (‘Country’ is a personal favourite). Plus, brands familiar to us at home offering totally different product ranges abroad. Starbucks, Pringles, and Milka, to name a few. 
Even the UK made it to the TikTok trend with an American tourist proudly admitting they spent three hours at Daylesford, a luxury farm shop and quaint country store nestled in the Cotswolds countryside (as well as having four small stores in London).
So, what can some of Britain’s larger retailers learn from this trend?
Perhaps the most obvious place to start is ranging genuinely great products that celebrate the best of brilliant British produce. UK grocers have a key role to play in promoting our rich farming heritage and agriculture industry globally. By showcasing the best our seasonal produce has to offer – whether that be tart, tangy rhubarb or freshly harvested Jersey Royals, it gives UK supermarkets a ‘raison d’être’. Large grocers should be inspired and influenced by the recent resurgence in farmers markets, bursting with the season’s finest, and translate this onto our supermarket shelves.
A great way to do this is through championing small, local producers. M&S has a long-standing small supplier scheme which, though not always the most profitable, is a massive footfall driver and a point of differentiation. Provenance and a ‘farm to food hall’ mentality has been a key component of the M&S Food strategy, and a likely contributor to their phenomenal market share growth throughout the past year.

“Leverage social media to generate excitement, reach a wider audience, and shape brand perception.” 

Ruwani Jayasekara, Account Executive, Capgemini UK  

The #grocerystoretourism is far from Europe-exclusive. When visiting my favourite country Thailand, a must-visit pit stop is Texas-headquartered convenience store 7-Eleven.

Whether grabbing a well-priced sim card from happy-to-help staff, or popping in for a quick hydration stop, it doesn’t take long to see 7-Eleven not just as an always-open convenience store, but a vital part of the tourist experience.
Thailand’s street food scene is legendary, but sometimes sitting on a plastic stool by a busy road isn’t that appealing. The alternative is grabbing dinner from 7-Eleven, choosing from a bowl of tom yum instant noodles, skewers of grilled chicken, or even a microwavable pad Thai. Visitors won’t be disappointed with the sheer variety of snacks, either – from seaweed, holiday Lays, or a protein milkshake in a wide range of flavours, to filled buns including Coconut & Taro, Pandan Custard, Red Bean & Lotus Seed. Which of course, I share and rate with my friends vial social media.
As well as the ultra-convenience allure of 7-Eleven, the brand leans into its iconic status with plenty of merchandise to remember your visit by.
Back home, I would love to see more UK retailers leveraging social media to generate excitement for our supermarkets. Grocery tourism has been cemented into pop culture, providing a great opportunity to reach a wider audience and shape brand perception.
Yes, recently there has been a conscious effort to cater to a more diverse customer, however the vast amount of choice provided in Thailand, for example, is something we in the UK are still yet to reach. While 7-Eleven catered to my needs as a tourist, it is also clear they focus on the needs of the community and locals – unique to each branch across the globe.  

“Entice customers to diversify their appetites.”
Catherine Strowger, Head of Retail, Capgemini Invent UK  

 One of the biggest differences between supermarkets in continental Europe and the UK is the quality and offer of fish and seafood. I absolutely love seeing the impressive and enticing counters in the French hypermarkets, and it makes you wonder whether we’d eat a bit more fish in this country if we had access to that kind of offer.

I have high hopes for what Morrisons will do in this space, with its new Falfish processing centre in Cornwall unlocking additional capacity. It has been hailed as the biggest investment in the Cornish fishing industry in a generation. Will Morrisons CEO Rami Baiteh be able to bring a bit of his Carrefour heritage to the fish counters of Morrisons stores?

“Look globally to step up at home.”
Caroline Dunphy, Senior Manager, Capgemini Invent UK  

  Although this could be perceived as a bit of a fun and a ‘trend’, there’s no denying that international supermarkets are becoming serious tourist hotspots. Some may argue that the trend has always existed, but with the rise of social media and the hashtag, it has issued a global broadcast of what the greatest grocers have to offer.

We think it should encourage UK retailers to step-up and get their head in the game – what do you think?

Get in touch with Capgemini’s retail experts.

We have retail in our blood. Our consultants have led teams in some of the UK’s most successful retailers, offering a combined industry experience of over 180 years.​ We understand the growing pressures and how fast and competitive retail can be – blending deep industry and operational experience with the structure of a consulting toolkit.

Get in touch with our experts to see how we can answer your latest business challenge.