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CONSUMERS MARKETS OFFERS FRESH SUBMARINE PROGRAM

SPRINGFIELD, Mo. -- Consumers Markets here has embarked on a new route with a submarine sandwich program.The program, called Expressway Sub Shop, has many of the characteristics of the sandwich shops run by Milford, Conn.-based SubWay, the sub fast-food chain that promotes its use of fresh-baked sandwich rolls."We use fresh-baked bread from our bakeries, and our ad invites customers to compare prices

SPRINGFIELD, Mo. -- Consumers Markets here has embarked on a new route with a submarine sandwich program.

The program, called Expressway Sub Shop, has many of the characteristics of the sandwich shops run by Milford, Conn.-based SubWay, the sub fast-food chain that promotes its use of fresh-baked sandwich rolls.

"We use fresh-baked bread from our bakeries, and our ad invites customers to compare prices with the major sub chains," said Michael Knisley, deli-bakery director for the 23-unit chain.

"At $1.99 for a 6-inch sub and $2.99 for a 12-inch, our prices are about $1 under the sub chains' prices for a comparable sandwich," he added.

Consumers will maintain those prices for the foreseeable future, he said. Even at that, gross margin is about 65%. That's almost 20% higher than on the regular made-to-order sandwiches the chain had previously made.

"We'd made fresh, to-order sandwiches, but we priced them at 30 cents an ounce, and I don't think people understood the pricing structure. They'd always be surprised when the sandwich they ordered came to $3 or so," Knisley said. Or, he said, they would order a two-ounce sandwich and confuse the deli staffers.

Consumers had offered some sandwiches on hoagie rolls from self-service cases, but it intends to phase those out.

"The emphasis is on fresh with this program. And we're set up for it so service will be quick. It's very efficient. The lettuce and onions and tomatoes, for example, are cut and ready," Knisley said.

Eight varieties of subs, including Italian (with Genoa salami, pepperoni and provolone cheese) and combo (with turkey, ham and roast beef) are listed on an 8- by 11-inch menu designed as a hand-out or bag-stuffer.

At this time, only cold subs are offered, but Consumers plans eventually to offer hot subs, such as meatball, Knisley said. "First, we'll get this going," he added.

The sub sandwich program was introduced last month with an ad in the chain's circular that offered a 32-ounce drink free with the purchase of a 12-inch sub and a 15-ounce drink free with a 6-inch sub.