A PERSONAL TOUCH

MINA WILLIAMS

LONG BEACH, Calif. (FNS) -- Commitment to quality food products and high-end service levels have placed Bristol Farms on the cutting edge in the competitive Los Angeles marketplace. Evidence of this independent operator's aggressive stance is especially apparent in the chain's newest unit here.

Deli offerings are chiefly supplied through the chain's commissary. This central production facility, together with each unit's kitchen, has allowed Bristol Farms to branch out and enter into off-premise catering, in addition to offering the traditional deli tray and platter service. Above and beyond providing the food, the chain has the ability to staff functions with servers, and to provide glassware, dinnerware, flowers and linens.

Initially the chain did an analysis of business and industry and identified catering as a key growth opportunity. "The demand was there and the need was there," said Bergh. "We have kitchens in each store with people who are talented [and possess] the ability to perform."

Bristol Farms has augmented the program by installing a catering coordinator in each unit who is available for customer consultations. Consumers are alerted to the retailer's service by a special catering brochure and the chain's phone number emblazoned on the refrigerated delivery vans. But the best form of publicity is generated when potential customers attend a Bristol Farms-catered function, according to Bergh.

"Catering is a great form of advertising," he said, adding that it is the fastest growing segment of the chain's business. "It touches people who may have never been in your store before."

Bristol Farms personnel are instructed to look beyond simple taste, and attempt to make the food look good as well. The operator is known for its unusual service case displays with "waterfalls" of baked, stuffed potatoes for example, and an abundant feeling to the total presentation.

This rapid growth, for a relatively small independent, is tracked by a front-end system tied to the main office. Every department manager receives weekly scan data updates on sales to better determine where the department is going. Customer count, movement and margins are also analyzed using the system.

"This gives us the ability to look every day at what is going on and helps with space allocation," said Bergh.

El Segundo-based Bristol Farms executives believe that keeping their sights on shoppers seeking quality and service will be rewarded by business. To keep the edge, Bristol Farms continuously researches the marketplace and its consumers to assure that programs are on target and on track.

"I have always been motivated by research and guided by strategy," said Bergh. "Research on trends and market shifts can translate into what our customers want."

The chain is currently mounting an aggressive expansion. The 28,000 square-foot Long Beach unit is just about a year old. Perishable department sales already contribute 70% to total store sales, according to Bergh.The newest unit has just opened in Newport Beach, and two others -- in Mission Viejo and Beverly Hills -- are nearing completion.

"We are looking to build quality food stores with variety and selection," said Bergh.

There will be plenty of new features in the food service area of the future stores. In-line grills are to be installed to prepare sandwiches, meat for salads and entrees. Additionally the menu is being developed around meat department specialties, such as kabobs. A self service antipasto bar with an assortment of olives and roasted peppers is also planned.