The prototype Wegmans supermarket format now being tested in a Syracuse, N.Y., suburb is enough to send chills down the spine of any national brand marketer. The concept is quickly becoming known as "meal solutions." The shopping experience is organized around the notion that consumers shop not for groceries but for breakfast, lunch and dinner. This approach should not sound unfamiliar to brand marketers who have emphasized benefits, rather than products per se, in their advertising. Except ...
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