It would be hard to offer differentiation from the grab-and-go setup at our local QFC (a Kroger subsidiary). If I wanted to grab one of their prepared meals and

It would be hard to offer differentiation from the grab-and-go setup at our local QFC (a Kroger subsidiary). If I wanted to grab one of their prepared meals and nothing else, I think I could walk in, pick up a prepared meal, and check out in 2-3 minutes. The greater cost is the time required to drive to the store. The only reason we haven't yet tried a prepared meal is pricing. If prices dropped ~30%, we would be regular buyers.