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SUPERMARKETS NEED TO IMPROVE IN FOOD SERVICE, SURVEY FINDS

CHICAGO -- In the battle with restaurants for "share of stomachs," supermarkets need to improve their food-service efforts, Michael Sansolo, group vice president of education and industry relations at the Food Marketing Institute, told an industry audience at last week's FMI convention here. "Fast food is on the fast track," Sansolo said during the Speaks presentation. "Fast food represents almost

CHICAGO -- In the battle with restaurants for "share of stomachs," supermarkets need to improve their food-service efforts, Michael Sansolo, group vice president of education and industry relations at the Food Marketing Institute, told an industry audience at last week's FMI convention here. "Fast food is on the fast track," Sansolo said during the Speaks presentation. "Fast food represents almost 50% of total eating-place sales, with sales expected to jump 5%, making fast food a main driver in overall eating-place growth.

ared foods we already offer in our stores," Sansolo said. One encouraging sign is the fact that Americans still eat some meals together, Tim Hammonds, FMI president and chief executive officer, said in brief remarks to the session. Citing statistics from a poll co-sponsored by FMI and Better Homes and Gardens magazine, Hammonds said 58% of families eat together at least five days a week, "and two-thirds of respondents believe that eating together is important to them and their families. "And 91% believe that families eating together more often would have a positive impact on our society, which is a very pleasing statistic for our industry -- provided we get them to eat together at home with food they buy at a supermarket." According to Sansolo, the industry is attempting to offer convenience -- and to combat fast-food competition -- by offering in-store restaurants, takeout foods, precooked entrees, larger delicatessen sections and catering services. "But we must do much, much more," Sansolo said. "Today's shoppers are trying to tell us something. They are busy, rushed, preoccupied, and they are desperately seeking ways to put food on the table each day with the least amount of time and fuss possible." Sansolo said the typical American spends 30 minutes a day in meal preparation -- a number likely to drop to 15 minutes a day by the year 2000, he noted. "Consumers are seeking value -- not only in terms of price but also in time saved and convenience. Customers have shown they will pay more for the convenience of buying rotisserie chicken and fixings from the deli department" if it means dinner can be ready as soon as they get home, Sansolo said.

The Take on Supermarket Takeout

Percentage of shoppers buying takeout food at supermarkets

1994 1995

All shoppers surveyed 15% 17%

Working women 13% 16%