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Positively Gourmet.Qxd APRIL/MAY ’10 • VOL. 15/NO. 2 COVER STORY CONTENTS FEATURES Hispanic Foods Find Their Place In The Deli ..............................22 Whether mainstream or ethnic, all delis can benefit by carrying these increasingly popular items Competing For Foodservice Customers ............................25 Delis are poised to reap the benefits of quality prepared-food offerings MERCHANDISING REVIEW Plentiful Pasta............................................30 Delis strive to give their customers a restaurant experience at home PROCUREMENT STRATEGIES Cooking With Oils ....................................39 Oil is a vital ingredient in the deli and should be treated with respect 14 PREPARED FOODS COVER PHOTO COURTESY OF TILLAMOOK CHEESE Upping The Ante ......................................43 The profit potential continues for rotisserie chicken programs in deli departments 22 DELI BUSINESS (ISSN 1088-7059) is published by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425 POSTMASTER: Send address changes to DELI BUSINESS, P.O. Box 810217, Boca Raton, FL 33481-0217 APRIL/MAY 2010 DELI BUSINESS 3 APRIL/MAY ’10 • VOL. 15/NO. 2 CONTENTS 47 CHEESE CORNER Building The Soft-Ripened Cheese Category ........................................35 Brie is the cornerstone of this fast-growing consumer favorite COMMENTARIES EDITOR’S NOTE Under-Marketed Delis ..................................8 PUBLISHER’S INSIGHTS It’s A Food Revolution................................10 MARKETING PERSPECTIVE Wanted: Innovation And Adventure ..........61 IN EVERY ISSUE DELI WATCH ....................................................12 INFORMATION SHOWCASE ......................................62 BLAST FROM THE PAST ........................................62 DELI BUSINESS (ISSN 1088-7059) is published by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425 POSTMASTER: Send address changes to DELI BUSINESS, P.O. Box 810217, Boca Raton, FL 33481-0217 4 DELI BUSINESS APRIL/MAY 2010 Stefano’s traditional, New York Style Calzones are filled with creamy ricotta and smooth mozzarella cheeses, delicious meats and spices. We fold the pizza dough over the filling, shape it and bake until golden brown. With six traditional varieties to choose from your customers will surely be tempted! There is a favorite flavor for everyone! Four Cheese • Spinach • Deluxe • Pepperoni • Chicken • Steak For your convenience, Stefano Foods calzones are fully packaged, labeled, ready to thaw and sell. So call us today and then offer your customers the great taste and variety of Stefano Foods calzones! STEFANO FOODS, INC. 4825 Hovis Road, Charlotte, NC 28208 • 1.800.340.4019 • www.stefanofoods.com SEE THESE AND OTHER NEW ITEMS AT IDDBA BOOTH #4121 DELI BUSINESS MARKETING MERCHANDISING MANAGEMENT PROCUREMENT PRESIDENT & EDITOR-IN-CHIEF SARA LEE DELI LAUNCHES SOCIAL MEDIA JAMES E. PREVOR [email protected] CAMPAIGN TO HELP MOMS PUBLISHING DIRECTOR Sara Lee Deli has launched KENNETH L. WHITACRE [email protected] Saga Solver, a social media cam- paign designed to help moms PUBLISHER/EDITORIAL DIRECTOR LEE SMITH simplify their lives. The new [email protected] Sara Lee Fresh Ideas pre-sliced and sliced-to-order deli meats MANAGING EDITOR JAN FIALKOW campaign offers moms valu- [email protected] able expert advice and insights CIRCULATION MANAGER from three nationally recog- KELLY ROSKIN nized experts to help solve [email protected] their everyday mama sagas, PRODUCTION DIRECTOR building upon the success of DIANA LEVINE the Sara Lee Deli Mama Saga [email protected] program launched last September. ART DIRECTOR The Saga Solver program will provide moms the chance to JACKIE TUCKER [email protected] interact with three nationally recognized Saga Solvers who will offer tips and advice on three distinct areas: food preparation, helping mom get her kitchen and PRODUCTION DEPARTMENT family schedules organized and family advice, all housed on Sara Lee Deli’s Face- FREDDY PULIDO JOANNA ARMSTRONG book page. The program will also provide an update on the lives of the three Sara NATIONAL SALES MANAGER Lee Deli Mama Saga mamas, who originally appeared in satirical web-cam videos RICK PURCARO [email protected] on Metacafe, Facebook and other video sharing sites. Since their launch in Sep- tember, the videos have recorded 2.5 million online views. ADVERTISING Each Saga Solver will serve as a resource to moms who visit the Facebook page ADAM DALY [email protected] through tips, advice and recipes posted regularly as well as through one live chat per expert where moms can get answers to their issues in real time. ERIC NIEMAN [email protected] AMY TREROTOLI [email protected] RESEARCH DIRECTOR SHARON OLSON COMING NEXT ISSUE IN JUNE/JULY 2010 COMING NEXT CONTRIBUTING EDITORS CAROL BAREUTHER BOB JOHNSON LAUREN KATIMS JACQUELINE ROSS LIEBERMAN JULIE COOK RAMIREZ KAREN SILVERSTON LISA WHITE COVER STORY MERCHANDISING REVIEWS 6th Annual People’s Awards Olives SEND INSERTION ORDERS, PAYMENTS, PRESS RELEASES, PHOTOS, LETTERS TO THE EDITOR, ETC., TO: Cross-Merchandising DELI BUSINESS FEATURE STORIES Breads P.O. BOX 810217, BOCA RATON, FL 33481-0217 Economic Update PHONE: 561-994-1118 FAX: 561-994-1610 E-MAIL: [email protected] Italian Foods PROCUREMENT STRATEGIES Ethnic Party Time PHOENIX MEDIA NETWORK, INC. CHAIRMAN OF THE BOARD Natural JAMES E. PREVOR PREPARED FOODS EXECUTIVE VICE PRESIDENT Salads & Sides CHEESES KENNETH L. WHITACRE Grab-And-Go Goat Cheeses French Cheese SENIOR VICE PRESIDENT LEE SMITH DELI MEAT Wisconsin Cheeses Deli Meat Guide GENERAL COUNSEL DEBRA PREVOR Turkey Ribs & Wings EXECUTIVE ASSISTANT FRAN GRUSKIN COMING IN AUG./SEPT. 2010 TRADE SHOW COORDINATOR JACKIE LOMONTE How can prepared foods from the deli be part of a healthier lifestyle? With the ramifications of Jamie Oliver’s Food Revolution, the First Lady’s DELI BUSINESS IS PUBLISHED BY PHOENIX MEDIA NETWORK, INC. ongoing anti-obesity campaign, and The Child Nutrition Reauthorization P.O. BOX 810425, Act, the deli should be poised to be a key player. BOCA RATON, FL 33481-0425 PHONE: 561-994-1118 FAX: 561-994-1610 www.delibusiness.com ENTIRE CONTENTS © COPYRIGHT 2010 SUBSCRIPTION & READER SERVICE INFO PHOENIX MEDIA NETWORK, INC. ALL RIGHTS RESERVED. If you would like to subscribe to DELI BUSINESS for the print and/or electronic ver- PRINTED IN THE U.S.A. sion, please go to www.delibusiness.com and click on the “Subscribe” button. ELI USINESS PUBLICATION AGREEMENT NO. 40047928 From there, you can subscribe to the print version of D B or free of charge to the electronic version. In addition, you can read the electronic version and go directly to a company’s Web site through our special hot link feature. Best of all, you may download and print any article or advertisement you’d like. 6 DELI BUSINESS APRIL/MAY 2010 FROM THE EDITOR’S DESK by Jim Prevor, Editor-in-Chief Under-MarketedDelis hen Wal-Mart first began to roll supercenters Over the last year and half, deli foodservice has ben- out across the country, grocers had a very spe- efited from the trade-down phenomenon as consumers cific fear: Wal-Mart wouldn’t care about mak- sought economical alternatives to restaurants. The deli ing money on food. department has not, however, benefited as much as it W The logic was simple. Wal-Mart made its could have, because not only is its positioning not as money on general merchandise, which has a far higher clear as it could be, but its marketing is also neglected. profit margin than food. Wal-Mart wanted to sell food, Restaurants have been doing all kinds of offers to the theory went, to increase the frequency of visits to keep business moving. It’s common for restaurants to its stores. Once consumers were there, Wal-Mart offer nightly themed specials, such as “Build your own would sell them highly profitable general merchandise. burger for $5 on Wednesday,” the “Bottomless pasta In a sense, food would be a kind of advertisement for bowl on Monday,” etc., highly promoted events that Wal-Mart, something that brings the customer through keep interest high and attract customers. Even in super- the front door — the profit would be made elsewhere. market delis with good foodservice programs, all you It was not a bad theory and, although, in the end get is a lonely sign saying what the day’s special is. Wal-Mart was able to keep its costs low enough to pre- If the economy begins to turn as many suspect, deli sent a strong pricing offer and make a profit on food, the departments will pick up some business from store cus- theory’s premise — that departments focused on high- tomers electing to purchase some convenience rather frequency shopping can contribute value beyond profits than cook everything themselves. They will, however, to a multi-departmental retailer — is true. lose business as those who had traded down from It also implies a special role for the deli/retail foodser- restaurants trade back up. vice operation of any supermarket. And a wonderful opportunity will be lost because the After all, dry grocery purchases can be postponed supermarket deli is so often a non-descript non-entity. It almost indefinitely, and perishable departments may has no name, no specialty, and no image. So customers require a visit weekly or twice weekly in typical subur- can give it up without feeling they made a decision. ban settings. The frequency of purchase for lunch can The problem is really at the very top of
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