DELI BUSINESS

CHEESE CORNER
Cracking The
Cracker Code
Deli placement provides variety
of cross-merchandising opportunities
BY LISA WHITE
With snacking occasions continuing
to rise, supermarket delis
can benefit from investing in the
cracker segment.
No longer just a grocery aisle
staple, this popular “food carrier” is made
to accompany the meat, cheese, spreads
and toppings found in the deli.
“The deli is a great place to position
crackers, because it gives people all of the
elements of an entertaining or eating presentation
in one spot in the store,” says
Cara Figgins, vice president at Partners,
based in Kent, WA. “It also increases the
likelihood more than one item will be purchased
by that consumer.”
U.S. retail sales of crackers are expected
to increase from about $7 billion in 2014 to
$9.3 billion in 2018, according to a recent
report from Packaged Facts, a Rockville,
MD-based market research firm.
Deli Benefits
When it comes to merchandising crackers,
delis have the advantage over the
grocery aisle.
The biggest advantage is the ability to
sample. Delis have a dedicated staff that
can provide serving ideas, suggest pairings
and promote new lines. Also, a deli’s
knowledgeable staff may be able to better
educate the customer on what cheeses
work best with particular crackers and
therefore encourage a broader mix of products
and flavors.
“Basically, when someone is serving
cheese or charcuterie, they are pairing
them with either bread or crackers as the
vehicle to carry the primary ingredient,”
says Steve Lorenz, director of marketing
at La Panzanella Artisanal Foods Co.,
headquartered in Tukwila, WA. “Other
enhancements may be used like fruit, fig
spreads or nuts, but something is generally
needed to carry these flavors and do so in a
complementary way.”
It provides added convenience for customers
when all the necessary components
50 DELI BUSINESS OCT/NOV 2015