DELI BUSINESS

CHEESE CORNER
PHOTO COURTESY OF 34 DEGREES
crackers as well as educate the customer
on our variety of flavors,” says Lorenz.
“And it helps the deli department drive
additional sales for the partner products.”
When demos are held, it’s key to have
enough inventory on hand to accommodate
the increased purchases.
For example, Venus Wafer demos typically
result in the sale of nine cracker cases
in three hours, says Anderko.
Another effective way to increase visibility
of crackers in the deli is by instituting
bundling programs.
Denver-based 34 Degrees has run
promotions in conjunction with cheese,
charcuterie and condiment brands,
with “buy two items and get a third
free”offerings.
“When we do bundling programs,
sales increase dramatically,” says Craig
Lieberman, founder and president of 34
Degrees. “Package, product
message and positioning
also inspire customers to buy
complementary items that
work together.”
By placing these items collectively
with signage in an
eye-catching display, consumers
will be more easily
drawn in and have increased
confidence in pairing unfamiliar
food items that work.
Crackers also can be
an effective vehicle when
sampling meat, cheese and
spreads in the deli, since there
are types like plain water
crackers that are non intrusive
to other food flavors.
“When pairing with cheese, it’s
important the cracker doesn’t have
an overpowering flavor,” says Venus
Wafers’ Anderko.
The display presentation is as important
as the products that go in it. It must be
shoppable with eye-catching signage, with
all product and information at eye level.
“Delis can’t just put crackers out and
expect them to sell,” says Anderko.
Holiday Promotions
Any holiday or entertaining occasion
is prime time for crackers, so deli displays
need to capitalize on as many of these
events as possible.
This year, La Panzanella has partnered
with a local winery, Michelle Sparkling
Wine and its creamery, Mt. Townsend,
to feature and display a holiday entertaining
solution.
“Our peaks are typically around key
holidays that coincide with gatherings for
friends or relatives,” says Lorenz. “Some
examples would be Easter or Mother’s
Day and of course the last few months of
the year around Thanksgiving, Christmas
and New Year’s.”
There are additional pairing opportunities
during the holidays, including cheese
platters, wine, gourmet spreads and highend
toppings.
These are prime sampling occasions
and can be a good time to encourage customers
to get out of their comfort zone.
“Some of the more successful delis will
always have active cheese tasting going
on,” says Lorenz. “A deli can take this one
step further and show the customer how
a cheese’s flavor can be enhanced and
change depending on the flavor and texture
of the cracker. This could lead to the
purchase of more than one type/flavor of
cracker.”
In addition to the holidays, cracker sales
also increase during the summer picnic season
and around Super Bowl Sunday.
The fourth quarter is the most vital for
34 Degrees and starts earlier each year,
most recently in July.
“We’ve come up with creative promotions
and campaigns to tap into the
focus on crackers in the fourth quarter,”
says Lieberman. “This includes bundling,
cross promotions with wine and expanded
displays.”
By creating abundant, attention-grabbing
cracker displays with creative and
traditional pairing suggestions, delis can
become a cracker destination equal to or
greater than the grocery aisle. DB
52 DELI BUSINESS OCT/NOV 2015
PHOTO COURTESY OF MARINER BISCUIT COMPANY