Bulk meats and cheeses, the traditional backbone of supermarket delis, are being elbowed out of the limelight

Merchandisers are responding to the avalanche of shoppers seeking quick and tasty meals—and strong competition for “share of stomach” from foodservice outlets—by marketing added varieties of hot and cold prepared entrées and side dishes.

Included in the offerings are a plethora of grab-and-go and heat-and-serve items, including salads, sandwiches, pizza and kids meals.

This evolution to streamlined dining is making the deli an increasingly attractive destination for the substan-

tial base of time-starved mothers. Many moms are dealing with hectic schedules by seeking nutritious meals for their families that require minimal preparation.

Yet, offering foods that condense the cooking process is just one element of a successful marketing strategy. Operators, if they are to attract and retain more mom customers, also must promote the items while making it simple for mothers to shop once they are in the deli, analysts say.

M. Jericho Banks, a partner and owner of Lincoln, Calif.-based Select Marketing Group LLC and a former vice president of marketing for West Sacramento, Calif.-based Raley’s Supermarkets, notes that some moms still are reluctant to visit delis because they fear long lines at service counters—and the subsequent battle of keeping their young children under control during the wait.

Indeed, he says many mothers only will shop at delis that offer a stress-free environment. That includes stores with aisles that are large enough for moms to easily maneuver their carts while managing their kids.

“Mothers will bypass delis if they can’t see a way to simply navigate the department and also receive quick service,” Banks states. “Instead, many will purchase prepackaged items from refrigerated cases in other areas of the store.”

Banks, who has developed marketing and advertising campaigns for The Kroger Co. and Safeway Inc., says most retailers are missing large sales opportunities by not devising merchandising strategies that target the vibrant mom market.

In addition to efficient deli layouts, there are many other easy-to-execute initiatives that likely will appeal to mothers, he notes. They include “cookie clubs,” in which children are mailed cards on their birthdays along with certificates for free treats in the deli, and the distribution of fliers that promote child-friendly deli products, such as string cheese or small fruit pies.

“Many moms now head straight to the produce and dairy departments when entering stores, while delis rarely cross their minds,” he states. “Some still think that delis primarily offer luxury items which are not part of an everyday lifestyle.”

In-store marketing techniques that effectively spotlight deli offerings include shopping cart signage, cross-merchandising of deli foods in other departments and the distribution of dollars-off coupons, he says

“Many deli operators are dealing with supply problems and other day-to-day issues and claim that they don’t have the time to focus on merchandising,” Banks notes. “But there are simple ways to appeal to mothers.”

Mom marketing is particularly fruitful when it focuses on three of their major concerns: convenience, health and value, notes Liz Crawford, vice president and consumer strategist at Iconoculture Inc., a Minneapolis-based consumer research and advisory firm.

“Mothers see themselves as family gatekeepers and they want assurance that the food they buy is nutritious,” she states. “And in a down economy, the cost of the products also is important.”

The sampling of high-quality foods also will lure more moms to delis, Crawford says.

“A sample creates a positive halo in the minds of mothers and gives them a sense of discovery,” she notes. “And aromas from the demos denote freshness in the deli.”

Items that delight kids, such as mild cheeses in fun shapes, also will drive sales, Crawford states.

“Kids rarely nag for deli products, so there is a need to incorporate more play into the food,” she adds. “Fresh food for children doesn’t have to be boring.”

Among the retailers already playing the deli “kid card” is Central Market, a chain of eight stores in Texas operated by San Antonio-based H.E. Butt Grocery Co.

The outlets’ expansive prepared foods assortments include “Kids Dinner for Two,” a grab-and-go bag that contains a full meal and is marketed as a special menu “made with kids ages 3-7 in mind.”

Among the meals, which are priced at $6.99, is a Coconut Chicken Tender dinner with Bunny Love Carrots, Ranch Dressing, Mashed Potatoes and White Dinner Rolls.

Central Market also offers a nine-ounce “Kids Spaghetti & Meatballs” for $2.99, and a “Kids Lunch Box” in a plastic container with a handle.

Lunch boxes, which sell for $1.99 or $2.99, include such selections as a Peanut Butter & Jelly Sandwich, Raisins and an Apple, and a Turkey Sandwich with American Cheese, Raisins and an Apple.

For the greatest impact, deli marketing strategies should be developed in accordance with the major demographic attributes of mothers in each location, she notes.

Many upper-income shoppers, for instance, want to know where the meat and cheese was developed, while ethnic consumers frequently seek prepared meals with familiar recipes, she states.

A cross-section of moms, meanwhile, favor signs that list product ingredients, and many time-starved working mothers want meal kits that feature foods from different departments. Such offerings might include a meat entrée, bread and fruit.

“Knowing the traffic will help retailers decide how to best pitch their customers,” Crawford says.

Yet, most moms are likely to be interested in health and wellness, notes Kristen Bennett Butterfield, senior director of research for The Intelligence Group, a Los Angeles-based forecasting and market research firm.

She says there is a growing demand for such items as organic meats, proteins that were developed from free-range animals and foods that are lower in fat and cholesterol.

Retailers can effectively highlight the nutritional benefits of deli foods via in-store handouts, she states.

“Moms are information junkies and hyper aware of what merchandisers are doing to cater to them,” Butterfield says. “They want marketing to address their specific needs, and for retailers to make them feel important.”

She agrees that sampling is a key tool for spotlighting deli selections, and that mothers are especially attracted to child-oriented foods, including sandwiches.

Kid-related products can be marketed to moms via coupons, e-mail messages, in-store displays and direct mail, Butterfield notes.

Yet, traditional word-of-mouth testimonials remain the “most powerful” sales technique, she adds.

Indeed, statements from moms about delis and products to their friends, neighbors and acquaintances typically are perceived as being more accurate and credible than those from merchandisers, says Joe Chernov, vice president of communications for BzzAgent Inc., a Boston-based word-of-mouth media network.

“Many mothers give instant opinions that are hard to color and are not influenced by outside factors,” he notes. “Moms also listen to such messages because they want to make informed buying decisions.”

And because food is one of the main topics discussed by consumers, delis are particularly attractive subjects for word-of-mouth marketing, he notes.

“Women control the purchasing in most homes and they have many social connections,” Chernov states. “New moms in particular rely on one another for information, and are more comfortable than men in using word-of-mouth communications. The bulk of their buzz occurs within families or through social networks.”

Chernov says moms are most likely to discuss deli foods that have distinguishing characteristics, such as being new to the market or low in fat or sodium.

Radio is another communications tool that can create strong awareness of delis and products, adds Jill Rocker, vice president and account director at MARS Advertising Inc., a Southfield, Mich.-based national shopper marketing agency.

Foods that are promoted during morning or midday drive times will give moms ideas for that night’s dinner or the next day’s lunch, she says.

“Most mothers will not visit a supermarket just to shop at the deli, but might stop in the department as an afterthought,” Rocker states. “That means retailers must do more deli marketing outside of stores.”

Anne Howe, MARS Advertising senior vice president of market intelligence, notes that such merchandising can include product samplings at unconventional locations, such as schools and supermarket parking lots.

The Internet also is an efficient vehicle for providing mothers with deli-related data, such as meal suggestions and recipes, she says.

“More moms are comfortable going online to prepare for trips to stores,” Howe states. “A growing number visit retailers’ Websites for comparative shopping.”

She adds that cross merchandising—which can include the pairing of deli foods with produce and condiments—also helps time-conscious moms streamline the shopping process.

“There is not a lot of partnering occurring among deli brands,” Howe says. “But a semi-permanent display of different items also would make a trip to the deli very convenient.” MDR