Game plan for revamping the Deli Department at Food Town (Oceana Market)

Note: After surveying the surrounding competition, (chiefly the two Safeway stores at the north and south ends of town), it is clear that a stellar deli could be the big draw needed to bring substantial clientèle in to the store. No store observed had anything above the most pedestrian fare. The challenge will be to get them in the doors. To do this, it will be necessary to do community outreach and mailers to targeted audiences. It is suggested that there is a gradual rollout, culminating in a full scale approach once Peet's coffee and the name change are both done.

Deli case – Rethink product mix, add missing components such as roasted vegetables, grilled chicken breasts, grilled salmon, and a variety of other vegetable items, rattatouille, tabouli, couscous and stuffed peppers, for example. The meat and cheese set also needs to be revisited, it should be full and appear abundant at all times. Additional meats like prosciutto and soppresatta should be added.

Olive bar – The large bowls make the quantity look minuscule, there should be either crocks or other vessels that have covers to satisfy the health department. There is no sign indicating the price of the olives.

The back wall – All papers and other paraphernalia should be removed to regain the clean set that was desired. A few tiles are coming off and need to be reattached. Hanging meats obstruct the view and can be attached to hooks affixed to the vertical conduits with band screws. This will also help to hide the conduits. A valance of 8” or so hanging from the suspended ceiling channel would cut the glare of the overhead lights and focus attention on the product and decor. There should be two sign boards affixed to the back wall, 48”x15” for the Peet's coffee sign, and 60”x18” for the sandwich board.

Cheese – Reset terraces to maximize air flow and accentuate the set. Establish a cheese set, set up buying/cutting/wrapping/merchandising schedule. Instruct all Deli personnel to look at the cheese when they walk by, pulling any moldy cheese when they see it, as well as giving it a quick straighten-up when needed. Rework all shelving around the cheese case to accentuate all product.

Entree/Packaged salads wall – Establish an initial 8' set. Discontinue Boar's head cheeses, move B.H. Bottles to Deli counter, Meat counter, and even on the condiment aisle, B.H. Cured meats can go to the conduit hooks, baskets around the cheese case, and even in the deli meat set. Establish a schematic for the Deli set, clear cut areas for everything, reintroduce sauces and dips/spreads, soups, dressings, and create a core list for salads and entrees.

Hot food – Revisit concept, possibly offering similar full serve setup in the smaller hot food case. Dinners can be packed by a Deli employee for a set price. Items can also be offered ala carte. Having set menus for the week with all menus printed up, will go a long way towards preventing last minute scrambling.

Bread – Remove the temporary table from 2007, reverse three tiered rack with Gilmour table. This table can be completely stocked with fresh baked breads on the side facing the body of the store, on the deli side, stocked with house made and packed croutons, bread crumbs, pita and bagel chips, garlic bread, etc. the top of the unit can be stocked with clamshell containers of house baked cookies.

Private labeling – It is essential to create a logo with Oceana Market on it which can be utilized on all house made items, not only in the Deli, but throughout the store.

Richard Williams

2009-02-01T14:13:14

Richard Williams