instore - September 2017 - 30

merchandising

ON DISPLAY

Tailgating season

Tailgating has all but become an American tradition. When there's a big
event - a football game, most notably - the nearest parking lot is sure
to be filled with grills, parties, drinks and food. A lot of food.
A recent University of Minnesota study says 18 percent of football fans tailgate before games. And while that number might seem low at first glance,
consider this: nearly 50 million people attended NCAA football games in
2014 and more than 17 million went to NFL games that same year. That
math says that equates to a lot of hungry fans hanging out in the parking lot.
Further, more than 60 percent of grillers researched by Acosta say they
combine the grilling experience with tailgating.

grilled on game day, and the consumers who don't want to deal with
cooking at all.
Tina Battistoni, customer marketing manager of prepared foods for
Rich Products Corporation, says versatility is key with trending items
like sandwiches, pizza, BBQ, ribs, chicken wings, nachos and sides.
"Items like sandwiches and pizza are a quick and easy solution
to cater to the masses, and products such as BBQ and ribs can
elevate even the simplest tailgating spread," Battistoni says. "Mainly,
anything versatile, shareable and portable that can be enjoyed at
multiple dayparts is what keeps hungry tailgaters happy, warm and
satisfied, whether they're celebrating at home or tailgating outside
the stadium."

"If you provide made-to-order
Getting ahead of the game
sandwich or pizza stations, consider
Battistoni says fans tend to start tailgating festivities early in the day,
it crucial to reach them before game day, when they're in a
offering deals for early-bird purchases." making
shopper mindset.
Tina Battistoni, Rich Products Corporation

"Tailgate grilling - either at the stadium or at home - provides a unique
cooking experience, and also menu versatility," says Josh Pelham,
director of insights and strategy for Acosta. "Retailers and brands
should keep these occasions and foods
in mind when developing seasonal
displays and creating meal
solutions for shoppers."

30 * SEPTEMBER 2017 * instore

Attention-grabbing displays announcing game day specials can be set
up around the prepared foods. Battistoni also recommends sampling
stations near the snack or beverage aisles that can drive shoppers
to the prepared foods department. "Overall, make the shopping trip
alluring and fun and give shoppers multiple cues throughout their
journey to help them maximize their trip," she says.

Super snackers
Americans' propensity for snacking doesn't take a break on game day.
Finger foods and grab-and-go items can go over well for tailgating.
As reported earlier this year in instore, the demand for chicken wings
typically peaks as big sporting events near and shoppers' thoughts turn
to tailgating and game day parties. According to John Boyle, category
manager of deli and prepared foods for Ahold USA, wings meet a
variety of consumer needs, such as snacks, meal replacement, entertainment and tailgating solutions.
Battistoni points out that today's consumers are seeking out options
that cater to their preferences for continued snacking and grazing
throughout the day.

Retail foodservice departments can lend some help
to tailgaters when it comes
to the actual food they're
grilling - think marinated
kabobs or pre-cooked proteins
that can be reheated
on the grill - but
the biggest play
when it comes to
merchandising
for tailgaters
is to focus on
two things: the
supporting cast
of foods around
the meats and
vegetables that will be

"If you provide made-to-order sandwich or pizza stations, consider
offering deals for early-bird purchases or orders placed in advance,"
Battistoni says. "In the prepared foods section, be sure to have a full
stock of family-size products and platters, offering bundles when
paired with complimentary items or cross-merchandising with snacks
and beverages."

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Table of Contents for the Digital Edition of instore - September 2017