A colleague of mine recently celebrated her birthday in a rather unusual manner. Instead of going to an upscale restaurant or taking in a performance, she had her birthday celebration at a grocery store. You see, this millennial colleague loves the new restaurant in her local grocery store and insisted on celebrating there with friends and family.

According to a recent article by NPR, my colleague is not alone in her love of grocery store restaurants. In fact, FMI’s own Power of Fresh Prepared/Deli report talks about creating a food theater experience—one in which retailers provide a variety of fresh prepared offerings and create captivating culinary adventures that keep customers coming back.