While formats may differ from chain to chain, the common denominator is consumer education. Some retailers, including Draeger's, Whole Food Markets and Larry's Markets, offer up a complete classroom environment with full kitchens dedicated expressly to the educational effort. Others, such as Central Market and Queen Anne Thriftway, rely on kiosks with simple cook tops to showcase their culinary education arm. Still other retailers, including Jewel-Osco, simply adjust selling-floor space at specified times and position chairs with a demonstration table to serve as a cooking school. Some specifics on each:
ger's specialists to perfectly accompany the school's presentation. For most classes, customers are charged between $45 and $65. However, the hands-on courses can cost more, up to $75. These courses focus on basic cooking skills needed to serve up a great meal.
Central Market, Shoreline, Wash., centers its cooking school program on a kiosk -- fitted with a stove top and running water -- located inside the produce department. The operator's culinary education staff offers instructional classes, highlighting specific products, every day. And, every Thursday evening, two sessions are presented as a cooking class. The first week of July, Cooking Vegetarian was on the front burner. Following the half-hour class a market tour shows attendees where products used in the class can be found in the store. The classes and the demonstrations are free and available on a drop-in basis. Central Market bolsters its kiosk efforts with several portable demonstration stations. The operator frequently positions one at the unit's entrance into the seafood and produce departments. Another is often found in an area between the meat and produce departments.
Jewel-Osco, Melrose Park, Ill., presents its cooking presentations for all to see -- right on the selling floor. At any given time during the year, several units are selected to offer the cooking demonstrations, where floor displays are adjusted to accommodate a dozen or so chairs and a demonstration table. Officials say the approach is not only cost effective, it's less intimidating than more "formal" classroom-type of programs, and helps to attract shoppers who might otherwise pass up such forums. Among the chain's signature events is an annual grilled seafood program. The popular promotion has helped boost the profile of the chain's seafood department, as well as profits. The operator promotes this and other events using weekly circulars and a variety of in-store signage.
