How a specialty foods retailer increased basket size through curated meal bundles, cross-category discounts, and clear recipe inspiration at shelf.
A retailer leveraged thoughtful bundle design, strategic discounting, and visible recipe cues to guide shoppers toward higher-value baskets, turning everyday meals into easily memorable purchases while maintaining quality, variety, and culinary confidence.
In this case study, the retailer faced a common challenge: customers often bought what was convenient in the moment rather than what would create a complete, inspired meal. To address this, teams mapped typical weeknight menus and identified core protein, produce, spice, and pantry items that could be assembled into cohesive bundles. The approach balanced appetite for simplicity with a desire for discovery, ensuring bundles felt curated rather than gimmicky. By aligning product selection with real shopper behavior, the retailer laid a foundation where each bundle told a story—one that made planning easier, cooking more joyful, and shopping decisions more intentional.
The product team then translated these bundles into shelf-ready experiences. They created labeled bundles on endcaps and in dedicated “Meal Kits” zones that highlighted the dish name, estimated cook time, and a simple card with ingredients. The cards included clear recipe steps and optional substitutions, reducing hesitation at purchase. To avoid overwhelming the shopper, bundles were kept to a precise assortment: a protein, a starch, a vegetable, and two to three flavor boosters. This clarity helped first-time buyers feel confident, while returning customers discovered new flavor pairings within a familiar framework, increasing both frequency and basket depth.
Cross-category discounts that reward thoughtful meal planning
The first strategic move centered on curating bundles around common weekly routines, not just random assortments. By partnering with suppliers for limited-time bundles, the retailer could refresh offerings seasonally, keeping shelves dynamic without sacrificing consistency. Each bundle bore a concise descriptor—such as “Three Nights of Quick, Cozy Dinners”—that set expectations for price and effort. Importantly, bundles were priced with a small but meaningful premium over the separate items, signaling value while preserving perceived savings. This approach encouraged customers to view bundles as practical investments in time, texture, and taste, rather than optional add-ons that clashed with a busy shopping list.
To reinforce the bundle concept, in-store signage emphasized cross-category compatibility. Shelves highlighted complementary items from different departments, such as a spice blend from the spice aisle paired with a lean protein section offering. Digital shelf-talkers echoed the physical cues, guiding customers to related products that would complete the meal. This strategy reduced cognitive load by listing only a few confident choices per bundle. Associates were trained to explain the rationale behind the pairing, sharing tips for substitution and adaptation. The result was a seamless shopping experience where the value of discovery—together with the practicality of a ready-made plan—translated into larger average orders.
Clear recipe inspiration at shelf to spark confidence and choice
Discounts were carefully structured to reward thoughtful planning rather than impulsive add-ons. The retailer introduced modest, time-limited price reductions for complete bundles, as well as gentle cross-category incentives that unlocked when a bundle or a recipe card was selected. This created a clear path from curiosity to purchase, with discounts appearing as a natural consequence of choosing a full meal solution. The discipline of bundling also allowed pricing to reflect the total value of the meal experience rather than individual components. Customers felt they were saving money while acquiring a complete, cook-ready set of ingredients and inspiration.
A critical design choice was ensuring the discounts did not erode brand integrity or perceived quality. Marketing teams balanced the appeal of savings with transparent messaging about sourcing and freshness. Clear communication about portion sizes and the number of servings per bundle helped manage expectations. In practice, this meant shoppers could purchase confidently, knowing that each bundle offered dependable quantity and reliable flavor outcomes. The retailer also experimented with tiered bundles—larger bundles offering a deeper discount—to incentivize higher spends from loyal customers without compromising affordability for casual shoppers.
In-store execution that maintains clarity amid a crowded shelf
The third pillar focused on recipe-driven guidance at the shelf edge. Each bundle featured a printed recipe card with all ingredients listed, approximate cook time, and simple step-by-step directions. The cards showcased a primary cooking technique and a brief flavor story to deepen emotional engagement. Merchandising teams also placed image-rich placards near the bundle to illustrate the finished dish. This visual reinforcement helped demystify cooking for hesitant shoppers and illustrated plausible, weeknight outcomes. With the recipe as a touchstone, customers were more willing to try ingredients outside their usual routine, expanding their repertoire and encouraging repeat visits.
Beyond the on-pack recipe, digital content extended the experience. QR codes directed shoppers to short how-to videos, pantry organization tips, and substitution ideas for dietary restrictions. The blend of tactile and digital inspiration created a more holistic shopping journey. Shoppers could preview what would be necessary to prepare the meal, which reduced uncertainty and boosted confidence at the moment of decision. As a result, basket size gradually increased because customers felt capable of cooking something special without venturing far from familiar pantry staples.
Sustainable growth through repeat, higher-value baskets
Execution challenges included maintaining label readability as assortments grew and ensuring bundles did not overwhelm the shopper. The retailer responded with a consistent typography system and a color-coded scheme for different meal types—comfort, healthy, and chef-inspired—to aid quick recognition. Endcaps became a hub where bundles rested alongside a suggested beverage or dessert, encouraging cross-category exploration. Floor staff received briefings on common questions and bundle logic, empowering them to guide customers toward high-value decisions. The careful balance between abundance and clarity kept shelves inviting rather than intimidating, reinforcing the value proposition with every interaction.
Inventory and supplier coordination were crucial to sustaining the program. Buyers negotiated predictable lead times and flexible order quantities to accommodate high-demand bundles. This stability helped ensure popular recipes remained in stock, reducing missed opportunities. The retailer also built a dashboard to monitor sales velocity by bundle, ingredient-level contributions, and redemption of cross-category discounts. Data-driven insights informed refinements to the assortment, drive-frequency, and messaging. The ultimate aim was a repeatable playbook: reliably offer compelling bundles that feel curated, not manipulated, while preserving margins through disciplined pricing.
Over time, the program demonstrated durable effects on basket size and customer loyalty. Repeat buyers began to anticipate new bundles, checking in for refreshed recipes and limited-time offers. The retailer observed longer dwell times in-store as shoppers compared the bundle options with their existing shopping lists, exploring substitutions and enhancements. Cross-category discovery became a habit, with customers trying complementary items they had not previously considered. To support this behavior, the merchandising team tracked which bundles inspired additional add-ons and which prompts led to broader shopping across departments. The result was a virtuous cycle of discovery, trust, and incremental spend.
In conclusion, the combination of curated bundles, strategic cross-category discounts, and clear recipe inspiration at shelf created a resilient model for basket growth. The approach aligns merchandising with how people plan and prepare meals, making the shopping experience more meaningful and less transactional. By prioritizing clarity, value, and inspiration, the retailer not only increased average order value but also deepened connections with shoppers who seek confidence and variety in their weekly menus. The enduring lesson for others is to design with the customer’s meal journey in mind, ensuring every decision nudges toward complete, satisfying dinners.
