instore - July/August 2013 - 50
gear up for Mardi Gras
not just for nola
T
he vibrant and long-standing holiday, Mardi Gras - also known
as Fat Tuesday – is an arguably unparalleled display of eccentricity, color, and indulgence all mashed into one festival.
Contrary to popular belief, this holiday is not just limited to New
Orleans or the South.
In a recent study by Fast Company, 70% of Americans polled said
they would advocate Mardi Gras as a national holiday, suggesting that
the reputation and enthusiasm for the New Orleans-based holiday is
popularly supported beyond the city limits. With that in consideration,
Mardi Gras is a marketing opportunity for instore bakeries and delis
around the US – not just limited to supermarkets in New Orleans. In
fact, many of the bakeries and supermarkets in New Orleans
receive orders from customers all over the US in hopes of
ordering a traditional New Orleans king cake, demonstrating a potential consumer demographic. Also,
Mardi Gras isn’t only celebrated in New Orleans.
St. Louis, MO, hosts one of the largest Mardi Gras
of Americans would
events short of the southern city and Mobile, AL,
advocate Mardi Gras as
claims to host the oldest Mardi Gras in the US.
a national holiday.
These and a number of other cities that host public
events honoring the holiday give supermarkets
plenty of reasons to market deli and bakery items for
the festivities.
70%
Transforming the deli or bakery into a themed destination for any
holiday is essential for driving foot traffic into these areas of the
store. Mardi Gras (which comes later than normal next year on
March 4, 2014) is no exception. Considering it is one of the most
festive of holidays, merchandise your instore bakery or deli with the
traditional purple, green, and gold Mardi Gras color scheme. In addition, colorful beads, festival masks, and doubloons can add to the Fat
Tuesday theme.
“We do Mardi Gras decorations just like we do Christmas decorations
throughout the store. Specifically in the bakery department, we have
Mardi Gras-colored birthday cakes, king cakes, cupcakes, petit-fours.
We push the colors throughout the store,” says Mark Robert III, perishables director at Robert Fresh Market in New Orleans, LA. “We also set
up displays that are like a Mardi Gras float made out of boxes at the
front of our stores to merchandise the king cakes.”
Don’t forget to plan ahead for big sales of donuts. Historically for supermarket bakeries, donut sales peak in February. Nationally, the top week
50 • JUL + AUG 2013 • instore
instore - July/August 2013
Table of Contents for the Digital Edition of instore - July/August 2013
instore - July/August 2013
Editor's note - Gear up for Valentine's Day
Table of Contents
News - On Our Radar
Consumer Insights - Trending: Cakes
Trendspotting: Cupcakes Rise to the Occasion
Trending - Rotisserie Chicken
Trendspotting: Rotisserie on the Rise
Consider: Upscale Hispanics
Gear up for the Super Bowl - Big Play Opportunities
Special Topic - Labor Savers
Labor-friendly safety features
Valentine's Day
Gear up for Mardi Gras - Not just for NOLA
Product Trends - First to Market
National Tortilla Day
Product Showcase/Ad Index
Next up: Gear up for March Madness
instore - July/August 2013 - instore - July/August 2013
instore - July/August 2013 - 2
instore - July/August 2013 - Editor's note - Gear up for Valentine's Day
instore - July/August 2013 - 4
instore - July/August 2013 - 5
instore - July/August 2013 - 6
instore - July/August 2013 - 7
instore - July/August 2013 - Table of Contents
instore - July/August 2013 - 9
instore - July/August 2013 - News - On Our Radar
instore - July/August 2013 - 11
instore - July/August 2013 - 12
instore - July/August 2013 - 13
instore - July/August 2013 - Consumer Insights - Trending: Cakes
instore - July/August 2013 - 15
instore - July/August 2013 - Trendspotting: Cupcakes Rise to the Occasion
instore - July/August 2013 - 17
instore - July/August 2013 - Trending - Rotisserie Chicken
instore - July/August 2013 - 19
instore - July/August 2013 - Trendspotting: Rotisserie on the Rise
instore - July/August 2013 - 21
instore - July/August 2013 - Consider: Upscale Hispanics
instore - July/August 2013 - 23
instore - July/August 2013 - 24
instore - July/August 2013 - 25
instore - July/August 2013 - Gear up for the Super Bowl - Big Play Opportunities
instore - July/August 2013 - 27
instore - July/August 2013 - 28
instore - July/August 2013 - 29
instore - July/August 2013 - 30
instore - July/August 2013 - 31
instore - July/August 2013 - 32
instore - July/August 2013 - 33
instore - July/August 2013 - Special Topic - Labor Savers
instore - July/August 2013 - 35
instore - July/August 2013 - 36
instore - July/August 2013 - 37
instore - July/August 2013 - 38
instore - July/August 2013 - Labor-friendly safety features
instore - July/August 2013 - 40
instore - July/August 2013 - 41
instore - July/August 2013 - Valentine's Day
instore - July/August 2013 - 43
instore - July/August 2013 - 44
instore - July/August 2013 - 45
instore - July/August 2013 - 46
instore - July/August 2013 - 47
instore - July/August 2013 - 48
instore - July/August 2013 - 49
instore - July/August 2013 - Gear up for Mardi Gras - Not just for NOLA
instore - July/August 2013 - 51
instore - July/August 2013 - 52
instore - July/August 2013 - 53
instore - July/August 2013 - 54
instore - July/August 2013 - Product Trends - First to Market
instore - July/August 2013 - National Tortilla Day
instore - July/August 2013 - Product Showcase/Ad Index
instore - July/August 2013 - Next up: Gear up for March Madness
instore - July/August 2013 - 59
instore - July/August 2013 - 60
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