Progressive Grocer

AUG 2015

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54 | Progressive Grocer | Ahead of What's Next | August 2015 Fall Holiday Planning Feature are equally important because they ofer a great excuse for consumers to pull out all the stops and create a memorable holiday feast." Tese special events provide cross-promotion opportunities throughout the store, Rogers as- serts. "Popular grill-ready cuts are appealing to the tailgaters; recipes and suggestive selling for in-home cooking are targeted to the sofa watchers," he says. "Te same rule applies for the holidays: Turkeys, hams and beef roasts are always at the top of every- one's must-have lists." Promotions are a key component in boosting sales across the store. "Te best way to leverage these events is to be prepared," Rogers advises. "Adjust your product mix to cuts you know customers will be looking for. Also, ofer convenient options for them." For example, burgers are popular for tailgating, but Rogers suggests also promoting small roasts, such as teres major or coulotte. "Tey are easy to cook and feed a large group while maximizing grill space," he says. "Creating a 'grab-and-grill' section featuring multiple items, like burgers and kabobs with comple- mentary items like chips, buns and paper products, is another simple way to bump up your sales." To help shoppers hosting house parties for the big game, ofer recipes that are easy to make and can feed a lot of hungry mouths. "Putting ev- erything in one easy-to-fnd location not only makes their shopping experience faster, but it also presents an opportunity to sell add-on items that may not have been on your custom- er's radar," Rogers says. "For the holidays, put together 'party packs' that are basically classic party items bundled together." For extra impact, bundle items that shoppers might not expect, like a better-for-you party pack featuring hummus, pita chips and celery. Grocers should harness their digital initia- tives by creating a checklist or suggested menu for special-event periods, make the lists easily downloadable, or provide printouts in store to help with planning. "In-store instruction videos are an- other industry favorite around the holidays," Rog- ers says. "For example, a video that demonstrates how to cook and carve a roast can help a customer feel more confdent in investing in a costly item such as a whole beef roast." For its part, Creekstone Farms helps retail- ers create promotions that extend to their entire customer base. "We also ofer seasonal cookbooks with recipes that are approachable to the average amateur chef and feature cuts that might not be in their usual weekly lineup," Rogers adds. "Tese recipes are designed to showcase a wide variety of meals with mass appeal — from the frst-time football party host to moms looking to create a new family-favorite dish." Rob Kirchofer, director of retail marketing and innovation at the Des Moines, Iowa-based National Pork Board, notes that fresh pork products are a great value to consumers amid rising prices in the rest of the meat case. "Particularly in the fall and winter months, we encourage retailers to merchandise standing rib pork roasts, pork ribeye roasts and loin roasts, as these cuts are a great value, easy to prepare, and elegant and favorful choices for holiday meals," Kirchofer says. "Tey are easy to slice and can be topped with a variety of sauces." Fall is also a great time to merchandise hams for their ease of preparation, adaptability for leftovers and host of new favor options, such as chipotle, molasses and bacon. Of course, hot dogs are a perennial favorite for tailgating, an opportunity that Jacksonville, Fla.- based Beaver Street Fisheries hopes to capitalize on with the launch of its Grillman's brand of franks, including Angus beef and uncured varieties. "Holidays and sports seasons are opportunities to partner with grocers on promotional strategies that drive sales," says Bluzette Carline, Grillman's director of marketing. "Ofering programs specifc to event purchases, grocers can work to increase a r e e q u a l l y i m p o r t a n t b e c a u s e t h e y o f e r a g r e a t THIS IS MONEY MillerCoors' partnership with celebrity chef Guy Fieri features recipes using Miller Lite as an ingredient. People are looking for unique foods and flavors in their appetizers and snacks through unexpected items outside of typical party food." —Mark Baranczyk, Jack Link's

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