instore - March 2016 - (Page 23)

product knowledge Seasonal Salads As the days grow longer and temperatures around the country provide glimpses of summer, it's time to start thinking about the change of season and how retail foodservice can prepare for it. Seasonal salads will help the deli and the rest of foodservice transition into the new season and keep new products in front of consumers looking for different things to try. "The seasonal salads are a very important part to help differentiate within the deli," says Susan Durfee, director of deli and prepared foods for Tops Markets. "It is important to always have something new for customers to see within the department." the product before seasonal activities start. "When people are getting ready for their actual picnics and things, they've already bought it for themselves or sampled it during our demos," Durfee says. "If it was something brand new that they had never tried, they might not feel confident to buy it for a party not knowing if anybody will like it." Classic and Healthy Two of Tops' best performing seasonal offerings include a classic and flavorful broccoli and bacon salad in the summer and a detox salad in the winter. "Not that those are trendy or new, they're just very strong items for us in this marketplace," Durfee says. Retailers do well to keep up on trends like quinoa and kale, Durfee adds, but the classics like broccoli and bacon are considered classic for a reason. One trend that doesn't seem to be going anywhere soon is healthy eating. Tops' detox salad in the winter covers that trend perfectly. ANNIE1961 / ADOBE STOCK NEED TO KNOW For a Limited Time When introducing limited-time seasonal salads, Tops utilizes another simple strategy to keep shoppers from being overwhelmed with choices. Rather than bringing new items out on the same day, Tops staggers them. Starting with the key items and then bringing out the rest in about two-week increments after that. The stores will then concentrate on the newest item with display signage and demos. "If someone comes in the store and sees four new items, they're probably only going to pick one," Durfee says. Start Early US consumers are more likely to purchase and willing to pay more for a salad that is... 35% 31% PREMIUM NATURAL 30% LOCAL 30% PRESERVATIVE FREE SOURCE: TECHNOMIC The detox salad starts in January when people are beginning the New Year's diet, Durfee says. "The name detox doesn't really sound appealing, but people understand it and feel like, 'wow, that's going to be healthy, I'm going to buy that.' It's always been real popular." The popularity and success of seasonal salads will vary from store to store and region to region, but continuing to offer new and limited time offerings keeps the department fresh for consumers. After some time, shoppers will start asking about and keeping track of when their favorites are available. "We've carried a pumpkin pudding type of item every year," Durfee says. "We actually get calls asking when that is coming in." Tops views it as a best practice to put out seasonal salads early, before the season actually arrives. For summer offerings, right after Easter proves beneficial in more than one way. This helps both stores and consumers get in the right frame of mind for the upcoming summer season, as well as giving shoppers a timeframe to become familiar with instore * MARCH 2016 * 23 MELPOMENE / ADOBE STOCK Tops prefers to keep the number of limited-time seasonal salads low. "I don't think we'd ever go over four limited-time additions," Durfee says. "We really prefer to keep it to two." They will put out more than two in situations where the special offerings are not in the same category. "If one is a limited-time leafy vegetable, one is a limited-time pasta, and one is a limited-time dessert type of item, as long as they fall into different categories, we'll do that," Durfee says. With advertising, special signage and internet chatter about the new items, if too many are put out, they will get lost, she adds.

Table of Contents for the Digital Edition of instore - March 2016

instore - March 2016
Editor's Note - Going Green
Table of Contents
News - On Our Radar
Cover Story - Efficient Equipment
Commissary Insider - Insight Insider: Hill Country Bakery builds a brand name
Food Safety: Monitoring cross-contamination
Equipment: Reducing Waste
Product Category Spotlight: Retailing Fresh Fruits
Technology: Inventory Tools
Research and Development: Cleaner Eating for the Mobile Consumer
Product Knowledge - Seasonal Salads
Merchandising - Summer Picnics
Specialty Insights - Imported Cheese
Equipment & Packaging - Bakery Packaging
Promotions - Ads on the Go
Product Trends
Product Showcase

instore - March 2016