Supermarket Perimeter - June 2020 - 29

like sandwiches. Richard doesn't see increased online ordering going
anywhere anytime soon, and grocers will need to take advantage of that.
"There's probably a good chance that people will be utilizing online
ordering and that could factor into store sandwich programs as well," he
said. "Sandwiches are the perfect type of food to order and either have
picked up or delivered."
Richard also pointed out that consumers are now making larger, and
more-planned shopping trips, a trend that is expected to continue even
as stay-at-home orders lift across the United States. Since a consumer
likely isn't going to jot down a single sandwich on their shopping list,
grocers are going to have work harder to remind consumers about the
sandwich offerings the instore dei has.
While it's important for grocers to still use traditional marketing
routes like advertising through social media and television channels,
most important is going to be making the product prominent in the
store, as Richard highlighted.
"Especially now, you don't want the consumer to have to search for
it," Richard said. "So if they're already on their stock-up mission and they
see a display table that's prominently placed somewhere in the store
deli or even more toward the front of the store where there's better
engagement, because it's going to be more of an impulse type of sale
now versus in the past."
For Denville, N.J.-based Anthony & Sons Bakery, a company that
supplies bread for grocery sandwich programs across the country,
eye appeal has always been one of the most important factors when
it comes to sandwiches, which is important now more than ever in
helping drive those impulse sales.
"The quality of the product has to have that eye appeal," said Ben
Rizzitello, vice president of marketing for Anthony & Sons. "It's very
important. The bread is the ﬁrst thing people see when they're looking
at a sandwich."
Even before COVID-19 came into the picture, Rizzitello was seeing
increased consumer interest in grab-and-go sandwiches, which he
expects to accelerate in post-pandemic times.
Rizzitello pointed out that Anthony & Sons' breads are built to hold
up and avoid the sogginess that can sometimes occur from being put
in the refrigerator for grab-and-go. Anthony & Sons has the option
to slice its breads thicker with ﬁve-eighth-inch slices opposed to a
traditional half-inch slice that gives the bread more of an artisan
feel with a lighter interior in a thicker slice. The company
takes their time when it comes to fermenting dough,
allowing longer fermentation times for that European
authentic ﬂavor.
"I think people are going to prefer grab and
go over standing and waiting for someone to
handmake their sandwich," Rizzitello said. "The
perception of getting something that's in a clean
package is going to be a lot different than what it
is today."

"Overall, trends are trends," Richard said. "I think now we're in that
spot where people are looking for more common foods but once we're
passed this I think people will start thinking like they did pre-pandemic
and look for certain types of foods, and where we left in January is
where we will pick up."
Richard also predicted the possibility of a sandwich "reawakening"
because of the fact that the pandemic has led to more people
making their lunches at home, and a lot of them are probably making
sandwiches, a traditional lunchtime staple in US households. This could
remind consumers that sandwiches are delicious and viable options for
lunches going forward.
"There might be some greater interest in not just the typical ham,
turkey and roast beef sandwich, but a greater desire to explore different
deli meats," Richard said.
One of the instore deli's biggest advantages over restaurants when it
comes to sandwiches is the wide range of sandwich possibilities grocers
can offer. Whereas a sandwich shop is limited to a tailored menu of

RAYBERN'S ROLLS OUT
GROCERY DELI SANDWICH LINE
San Ramon, Calif.-based Raybern's announced its ﬁrst-ever
line of ready-to-eat deli sandwiches for breakfast, lunch
and dinner.
"We're excited to share our favorite sandwiches with
consumers in this new format," said Doug Hall, director of
marketing at Raybern's. "We know many of our fans are
looking for individual, heat and eat and grab and go meals.
This is our solution to providing a quick meal consumers have
come to love and trust, readily available for on-the-go
consumption, but with the same great taste we're known for." 
The sandwiches will be available beginning in June with an
SRP of $3.49. 

Trends are still trends
While it is difficult to predict the exact future of the
category, Richard believes consumers are still going to be
interested in the same trends that were popular before COVID-19 hit.
supermarketperimeter.com

The new line includes:
x Sausage, Egg & Cheese
Sandwiches and Egg
x Bacon & Cheese, on either
a hoagie roll or biscuit
x Philly Cheesesteak
x Chicken Bacon Ranch
x Roast Beef & Cheddar
x Pastrami & Cheese
x Southwest Steak
x BBQ Pulled Pork
x Ham & Swiss on a Pretzel Roll

JUNE 2020 - 29
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Supermarket Perimeter - June 2020

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