RUSSO'S SPREADS SANDWICH SALES BUILT ON GOURMET BASE

CHESTERLAND, Ohio -- Russo's Stop-N-Shop here will try to boost sandwich sales in two of its stores by capitalizing on a successful deli program initiated in its culinary-focused store.

andwich menu developed at the chain's Chagrin Falls store, which opened last year. Of Russo's four stores, two have sufficient lunch business to benefit from the more aggressive program, she said.

Through in-store merchandising and through marketing the program by leaflets at nearby businesses, Russo's has popularized such products as the Basiboca (fresh mozzarella balls sliced with fresh basil and tomato on a ciabatta roll), French Countryside (roast beef and black pepper brie with Dijon mustard on a crusty roll), and Oasis Original (tabouleh, bean sprouts and black olives stuffed in a pita).

The marketing has helped develop a growing lunchtime business from local offices, she said.

"They call us before the lunch rush to order; we prepare the sandwiches and they can stop in and pick them up. When they're here, they also buy sides and, frequently, our soups," she said. Yost would like to expand the program into fax orders as well.

"It seems you have your two customers; the one who wants to get out quick and grab it to go, and the one who really wants it made then and there."

The sandwiches are packed in plastic bags rather than lidded trays. "The bags get us away from that minimart type of sandwich that's been in the case for days. Our staff makes sandwiches fresh daily."