AUSTRALIA'S FRANKLINS DRIVING INTO THE FIELD OF FRESH FOODS

ARTHUR HAGOPIAN

SYDNEY, Australia (FNS) -- Franklins Ltd., Australia's leading discount supermarket chain, is moving full steam ahead into the fresh foods business with the rollout of a new "Fresh Look" store remodeling campaign.

The chainwide project focuses on fresh food merchandising, and in particular on fresh prepared foods to offer "meal solutions" to busy consumers, said Franklins officials. The plan is to equip all 253 stores with one of two versions of the "Fresh Look" makeover, at a cost of about $500 million (Australian) or $400 million (U.S.).

Peter Matusik, managing director, said about 50 of the stores have already been refurbished.

Peter Huskins, national manager for groceries, told SN the refurbished stores will sell prepared fresh foods, already cooked or ready to cook. "We shall be concentrating on convenience foods and associated products, like prepared salads," he noted.

The bakeries in the "Big Fresh" stores will churn out piping hot pizzas and pastries on the premises.

Overall, the new departments include fresh deli, meat, produce, bakery and, for the Big Fresh stores, seafood, he said. All stores will be equipped with salad bars and pasta bars.

Before the remodelings began, Franklins carried only a small selection of fresh foods, mainly potatoes, onions, carrots and apples.

Huskins said the Big Fresh format stores are "destinations, the ultimate venture in food shopping," while Franklins Fresh represented one-stop "no frills" shopping with a neighborhood range.