The Kroger in my area already has two options for this. When you walk in, you can choose a 2 person box that is all ready to go. They normally have 2-3 options

The Kroger in my area already has two options for this. When you walk in, you can choose a 2 person box that is all ready to go. They normally have 2-3 options available. The other option is more akin to the frozen meals-ready-to-heat (like those from Bertolli). These are stored in a frozen case where you have 8-10 different options. You can get a pre-measured serving or mix/match by the pound. Granted, this is a very new store in the Kroger home of Cincinnati and used for a lot of testing, but it's something they have been working on. The problem for these bigger companies is that they are big companies. What works for large, urban markets doesn't work for their more rural stores. So finding the mix of services can be hard, especially when you don't have the floor space to devote to new products. Also, integrating these types of products into your existing distribution network can be a challenge. I've been impressed though by how much these companies still do try to innovate in response to competition. For example, when Amazon bought Whole Foods and opened up Prime delivery of groceries in our area, Kroger within weeks started to offer their own 2-hour delivery service. But again, this isn't a service that would be practical to offer across their entire footprint.