As value-seeking behaviors among consumers intensify, the grocery store deli aisle is giving fast food chains a run for their money. Jeffrey Greenberg/Education Images/Universal Images Group via Getty Images Fast-food chains are competing with grocery stores offering prepared meals to value-seeking diners. High fast-food prices have narrowed the cost gap with grocery prepared foods, boosting their appeal. Grocery stores are doubling down on prepared foods, such as hot bars and deli cases. For