Gami's Coles launch tests whether retail builds or erodes brand visits

Jun Lee says founders consistently overestimate how much restaurant equity survives the move to a supermarket shelf.

Gami Chicken is launching its first supermarket retail range with Coles as cash-conscious Australians look for restaurant-style meals they can prepare at home.

Jun Lee, Executive Director of Gami Chicken, said the main challenge was not simply packaging a restaurant dish for retail. The company had to rethink the product for a different buying occasion, where customers judge value through portion size, cooking ease, price and household use.

“We didn't want to just put our restaurant product into a pack,” Lee said. “We had to actually redesign it for a retail occasion so the customer sees value from our product.”

The move puts Gami in a growing “fakeaway” segment, where consumers seek cheaper substitutes for dining out without fully giving up branded food experiences. For restaurant operators, the channel offers wider reach but also creates a risk: supermarket products could replace visits rather than support them.

Lee said Gami considered that risk before entering retail, but sees restaurants and supermarkets as serving different needs. “Our restaurant offers a fresh, full experience with the atmosphere, and there's a social occasion attached to it,” he said. “Retail serves a very different need.”

The company will track retail sales, repeat purchases and customer response. Lee said the bigger test is whether the range builds familiarity with Gami’s flavour and quality, then supports broader brand momentum and restaurant visits.

The retail push also shows how restaurant brands must adjust their value proposition outside their own stores. Lee said supermarket shoppers assess products differently from diners, weighing convenience, household occasion and whether the item feels worth buying in that setting.

“Do not assume your restaurant value proposition automatically transfers into retail,” Lee said.

For Gami, Coles gives the brand access to more homes. The challenge is turning trial into repeat demand without weakening the restaurant experience that built the brand.