inStore - September/October 2013 - (Page 50)

department spotlight sandwiches & burgers DEPARTMENT SPOTLIGHT by John Unrein A ny way you slice it, a number of effective ways exist to differentiate your deli sandwich offerings from the competition. The point is you must choose your strategy wisely. If your stores are located in a bread lovers’ city like Seattle, where Metropolitan Market has six locations, you might want to feature local bread for deli sandwiches. Metropolitan Market promotes sandwich breads from Macrina Bakery, a local artisan bread shop/bakery cafe, in addition to Roth sliced cheeses and Dietz & Watson deli meats. Or if your operation is situated in the Southeast, where Publix Super Markets calls home, double-batter chicken tender subs and tasty Cuban sandwiches made with ham, Spanish pork and Swiss are among the specialties of the house at the Publix sandwich station. The trick is to pinpoint one or two areas of differentiation and fold these into a larger sandwich program that appeals to the mainstream. Get too niche and you risk losing much of your customer base. Then emphasize to shoppers your total dedication to premium quality. That’s what Louisiana-based Rouses Market did earlier this year when it switched to Columbus deli meats to be its main supplier of sliced-toorder meats. “Columbus turkey, ham, chicken and roast beef are the best tasting, most flavorful deli meats we’ve ever tried,” says Donny Rouse, managing partner at the 38-store chain. When Rouses switched from Boar’s Head to Columbus in May, Donny Rouse noted 10 years ago, “Boar’s Head was what’s best, but now you can find the same Boar’s Head meats pretty much anywhere.” SMARTER SANDWICHES Great programs start with solid foundations. This is true of almost anything, including successful deli sandwich programs. At Publix, for instance, the deli focuses on three types of subs: specialty, feature, and salad. All are available as half, whole or wraps, and can be customized to order. Specialty Subs • Ultimate — ham, turkey, roast beef and Swiss Deluxe — ham, bologna, salami and Swiss Italian — ham, Capicolla, Genoa salami and provolone American — ham, roast beef, bologna and American • Cuban — ham, Spanish pork and Swiss Offering prominent local breads, like Metropolitan Market does with Macrina Bakery breads, can do wonders for lifting the exposure of your sandwich program. PHOTO CREDIT: MACRINA BAKERY 50 • SEP + OCT 2013 • instore Feature Subs • Chicken Tender — Publix Deli famous double-batter chicken tenders • Philly Cheese — Grilled to order, complete with mushrooms, onions, peppers and provolone

Table of Contents for the Digital Edition of inStore - September/October 2013

inStore - September/October 2013
Editor's Note - Convenience
What's In store for March & April
Table of Contents
On Our Radar
Consumer Insights - Cookies
Sugar-Free Shoppers
March Madness
Department Spotlight - Cake
Sandwiches & Burgers
Product Trends - First to Market
Bizarre Holiday - International Waffle Day
Ad Index
Next Up - Gear Up for Graduation

inStore - September/October 2013