TORONTO — Metro Inc.’s investment in a meal kit startup MissFresh is bringing more customer traffic into its stores, the grocery chain’s chief executive said Tuesday.
It comes as grocery companies across North America grapple with shifting consumer tastes and a desire for fresher, home-cooked meals. Metro acquired a majority stake in Montreal-based meal kit company MissFresh last August but has been also offering the ready-to-assemble meals in its stores.
“The in-store pickup reduces delivery costs of Miss Fresh, but it also increases traffic into the Metro stores, and we have promotions ongoing,” Metro chief executive Eric La Fleche told analysts in a conference call to discuss fiscal first-quarter results. MissFresh customers who use the home delivery service have also received $5 coupons to shop at Metro. “We use cross-promotions at an effective cost.”