As profiles in the Masters of the Deli cover story illustrate, operators are merchandising wider arrays of prepared and heat-and-eat items that are delivered in a plethora of formats. They are working to attract the expanding base of consumers seeking quick, tasty and nutritious foods—particularly those who dislike cooking and who might otherwise stop at take-out restaurants for their meals.

Indeed, in a consumer survey by the NPD Group, a Port Washington, N.Y.-based market research firm, 41 percent of respondents cited “didn’t want to cook” as the prime reason for eating a recent meal away from home. The next most common responses for eating out were “special occasion/holiday” and “out shopping,” which were each mentioned by 10 percent of respondents.

“Consumers will always be time pressed,” says Harry Balzer, NPD Group vice president. “When it comes to food purchasing, many will move towards the easiest thing to do.”

That includes going to new outlets for their meals, notes Ron Paul, president of Technomic, a Chicago-based foodservice research firm.

“The prepared foods area presents a big opportunity for supermarkets,” he says. “The popularity is being spearheaded by Whole Foods, which is demonstrating how retailers can succeed by offering restaurant-quality meals.”

Nancy Kruse, president of The Kruse Co., an Atlanta-based food industry consulting firm, states there are several “action steps” delis should take to more effectively attract take-out customers.

Among the steps are the merchandising of menus with such vehicles as menu cards, tent boards and daily specials; a focus on freshness; an emphasis on the sensory appeal of foods; and enhanced service.

She notes that delis also should leverage their “trump cards.” That means taking advantage of the fact that 27 percent of adults already visit supermarkets three to four days a week, and that the stores are readily accessible to consumers.

Retailers also should mimic their foodservice competitors, Kruse adds. Delis can do that, she states, by stealing the ideas of successful chains, thinking like chefs and playing to their strengths.  MDR