NOTRICA'S NEW STORE BOASTS BAKERY TO CATER TO LOCAL TASTES

MINA WILLIAMS

NORWALK, Calif. (FNS) -- Room has been made for an in-store bakery in the newest unit of Notrica's 32nd Street Market here. The bakery was added to the 45,000-square-foot unit to give Notrica the flexibility to offer products in demand with the shifting population of its Los Angeles marketing area base.

"We try to have a little something for everybody," said Morrie Notrica, owner of the six-unit operation. "When we make our own items, we have the ability to tailor-make them for the community shopping in our units and be quick on our feet if that community changes."

Pulling from an ethnically mixed neighborhood that includes Hispanics, African-Americans and Anglos, this Notrica unit is physically designed to appeal to all groups, according to Notrica.

"Why segregate the marketplace?" he said. "We need to include all communities to make a good mix."

The new in-store bakery operates in a kitchen space shared with the scratch deli operations. Still, it is large enough to handle additional duties for the chain. Besides baking for its own in-store department, it is being put to work to supply the other Notrica's units. Bollitos and other Hispanic-style rolls and cookies are produced side by side with pineapple and cherry turnovers, sourdough breads and French breads. The sourdough breads and 10-inch rolls are used the chain's deli operations for sandwiches.

Three of the other Notrica units have in-store bakeries, but these are leased to private operators that share in the profits. Notrica considers the new bakery, operating solely

under its own banner, the best way to respond to the constantly changing demographics of the chain's market area.

Notrica believes that when neighborhood shifts occur, the stores will be prepared to make immediate adjustments. "You have to change your thinking and be prepared for whatever else may be coming down the road," he said.

Notrica said the new store got its own bakery in large part because the company was able to hire an experienced head baker. "We got a top-notch baker. If we didn't have him, we probably would have leased out this department like in our other units," he said.

The unit here has other installations that reflect the retailer's commitment to keeping up with changing tastes. In the seafood department, a coffin case offers refrigerated and frozen options, and more floor drains have been installed. According to Notrica, this modification will permit the store to expand its fin fish section.