CHICAGO -- Treasure Island Foods is running a series of themed promotions centering on foods and beverages from specific foreign countries.
The chain has done promotions on products from Spain, Greece, Germany, England and France in recent weeks. Lee Zaras, a buyer for the seven-store chain, said the promotions typically generate more than double the normal sales volume of the featured items.
The chain uses a tongue-in-cheek voice to promote the program in ads. "The British Are Coming! The British Are Coming!" was the headline of the program's full-page ad focused on packaged foods from Great Britain, which ran last month. "Vive La France! Food & Wines From France Are On Sale!" read the ad this month.
The sale on British goods was well received by customers, though Zaras said he didn't have exact figures on volume. The sale on French products was just beginning when Zaras spoke to SN, so he could not judge its success either.
In-store displays near the front of Treasure Island stores are used to merchandise the featured products.
"The customers like it," he said of the concept to feature products from specific countries. "It creates a lot of excitement. We decorate the stores in the country's colors." Some customers, he said, have started asking which country will be featured next.
The sales run for two-week periods and feature items regularly available in Treasure Island stores. "We mainly do it to expose different products and to create some excitement," Zaras said, noting the promotions have resulted in residual sales of featured products.
