Is Your Deli an Entertaining Destination Staffed by Food Experts?

While 2020 will be forever remembered for bringing our nation and the world to an almost standstill—both in our personal and professional lives—grocery delis across the country continued to move forward.

But despite the challenges and uncertainties food retailers and manufacturers faced (and continue to face) during the COVID-19 pandemic, data obtained from International Dairy Deli Bakery Association (IDDBA) and IRI Integrated Fresh Database show that fresh departments IDDBA represents (dairy, deli, bakery, and cheese) were able to perform successfully, despite challenging conditions for shoppers and food purveyors alike.

As reported in the August IDDBA COVID Impact Report, sales of deli meat in July 2021 were up over 13% compared with July 2019, while deli-prepared sales were up 10.5% compared with July 2019.

Consumer demand for the variety of products found in fresh departments didn’t waver. But now, retailers are faced with a familiar demand, one which has impacted them even before COVID-19 came into existence: attracting and retaining associates in their in-store delis.

The retail food industry isn’t the only economic sector to feel the pinch of a labor shortages. Virtually every business is having difficulty filling positions.

Regardless of the root causes, it places an immense amount of pressure on the in-store deli to deliver the type of experience that differentiates it from other channels, most especially online. A knowledgeable and energetic staff is a key factor in positioning the in-store deli as a true destination within the store.

So, the question becomes: how does a store attract the necessary talent?

Creating Interest, Enthusiasm Through Education

While there is no playbook on how to build your in-store deli team, here are few ideas that may resonate with would-be associates:

Continue building the in-store deli department and programs. While many consumers view the in-store deli in the traditional sense—that go-to spot in their local retailer for deli meats, cheeses, and sides—a growing number are viewing it as their preferred destination for entertaining ideas; learning about different types of global products; and prepared meal options, whether for breakfast, lunch, dinner or a mid-day snack. The real strength of both in-store delis and bakeries is their ability to deliver a need solution that is customer-focused. Whether its deli meat sliced thin, thick or chipped; 10 pounds of cheese or just one slice; a family-sized meal or a single-serve item; one cupcake or a dozen; these fresh departments offer the customization and personalization that other food channels typically don’t.

As we saw during the pre-vaccine stage of the pandemic, customers continued to look to the deli as a source of products for their virtual get-togethers with friends. Whether it’s developing a robust charcuterie program, expanding foodservice programs, or simplifying the way in which customers can order and purchase items, the in-store deli is the driver of the store’s consumer experience. And this could make the deli and foodservice programs especially appealing to job seekers.

Appeal to the inner foodie. For years, the retail food sector has been positioning careers in the in-store deli and food-service departments in the same light as the restaurant sector, only with different perks. A chef at a restaurant is most likely to work the night shift, whereas a corporate chef or associate at a supermarket retailer might find the work schedule to be more flexible. The pandemic has not changed the view people have on food. It’s an appealing career path to many individuals, especially when it provides a proper work-life balance. Additionally, given the multitude of opportunities for creativity in developing new cuisine ideas, menus for foodservice programs, or spearheading grocerant concepts, the in-store deli and foodservice departments could offer room for individual innovation not found in restaurant settings.

Benefits. People must love their jobs to be successful in them. They must also feel worth, which typically comes in the forms of salary and benefits. Offering competitive pay, insurance, retirement plans, and benefits goes a long way in attracting and retaining top talent in this market. Benefits stretch beyond salary and other monetary perks, so be sure to survey employees to gauge what they feel are the reasons they enjoy being part of the deli team. Testimonials go a long way in positioning the department as a great place to work.

Ongoing education and training. It’s a gripe some of us hear when an associate resigns from a position: he or she didn’t feel that management provided enough training to be successful in the position. An educated associate enhances the shopping experience of not just your store’s customers, but the entire deli team. Whether it’s product knowledge, customer service, or food safety, ensure that associate have the tools they need.

Back in May of this year, IDDBA welcomed its inaugural class of certified salumieres, who successfully completed the association’s Charcuterie Professional Certification: Salumiere. These individuals will bring a wealth of knowledge to their companies to share with would-be buyers of charcuterie products and to assist them in their entertaining planning. And it’s a good example of how a commitment to education can benefit both associate and store alike.

Shopper engagement is a necessary pillar of a successful deli department. And energetic and educated associates make that possible. Be creative and think outside the box to generate interest in working and pursuing a rewarding career in the in-store deli.

Michael Eardley is president and CEO of Madison, Wis.-based International Dairy Deli Bakery Association (IDDBA).