MELROSE PARK, Ill., (FNS) -- Jewel Osco is finding the thrill of the grill can heat up sales at the chain's Pier 14 seafood departments.
The retailer began running free cooking classes about "Seafood on the Grill," at 84 units of its 188 stores in Illinois, Iowa, Indiana and Wisconsin late in the spring.
The stores demonstrated recipes and offered menu advice to customers. Suggestions ranged from quick and easy to intricate and exotic.
"Not only do our seafood experts share their culinary experience with our customers, they also answer customers' questions on seafood preparation," said Mike Spinozzi, vice president of merchandising for the meat and Farmstand departments, the latter the produce section. "The classes are always a lot of fun and people really enjoy hearing new menu ideas."
The classes were designed, first of all, to educate consumers on how to prepare seafood items on the grill, according to the company. In addition, they are intended to broaden the participating consumers' culinary repertoires. Thirdly, they provide consumers with the opportunity to get their specific questions concerning seafood preparation answered.
Jewel offers a prize raffle, and distributes seafood coupons, as part of the program. Recipes featured recently in the program included grilled salmon with creamy Dijon sauce, grilled shrimp and tuna, and an assortment of marinade sauces such as honey ginger and lime garlic.
Similar seafood cooking classes offered by Jewel Osco last year drew more than 6,000 participants, the company said.
