CRUSTY BREAD HEADS FRESH PATH AT NEW JEWEL UNIT

MINA WILLIAMS

MELROSE PARK, Ill. (FNS) -- Jewel Food Stores' crusty bread program is heading the chain's fresh-food focus in its newly built prototype store in the Chicago suburb of Naperville.

While the store places strong emphasis on fresh foods throughout, the bread program greets customers first as they enter the unit.

With this up-front display, the chain is depending on presentation and instant eye appeal to rack up sales of crusty bread, and to warm up shoppers for other fresh-food purchases, said a Jewel official here.

The crusty loaves are displayed in baskets comprising the self-service option in the program, dubbed European Bread Co. In addition, service staff located behind the self-serve area stay handy to answer customers' questions about the products.

Five to 10 items make up the core product line. The 20-ounce Pane Italiano, an Italian-style hearth-baked bread with a thick, crispy crust and a soft airy texture, serves as the cornerstone of the European Bread program, the Jewel executive said.

Every three to four months, four or five items are traded out and the bread menu is rotated. A yeast-free 18-ounce black and green olive sourdough, a salt-free 18-ounce Swiss Grain Boule and a classic 18-ounce French country loaf are just a few of the European Bread Co.'s offerings.

"Variety drives the concept," said Nancy Chagares, vice president for bakery, Chef's Kitchen and floral merchandising at the chain.

While variety is king, it is a combination of signage, packaging and sampling that has put the European Bread Co. program into the success column. The chain knew that the quality, flavor and variety of the crusty-bread product was top notch. It was just a matter of adding merchandising that would meet and beat the niche competitors, Chagares said.

The process of developing the European Bread Co. was initiated about one year ago, when labels and a logo were designed to tie the Jewel Bake Shop's different crusty breads together.

Packaging was developed using clear, vented film designed to retain the crust structure while allowing customers to view the loaves. As a result, shelf life was shortened, causing in-store personnel to pay particular attention to product rotation within the bread menu.

Next, the fixture was developed to properly merchandise the crusty breads, showcasing the loaves within the Bake Shop and integrating the concept into the total meal-solutions concept of the fresh focus prototype format.

The final result allowed for service and self-service options. Individual unit displays of 8 feet, 12 feet and 16 feet are typical within the chain.

With this type of program, one bite is worth a thousand words. Customers want samples before selecting an entire loaf of an item they may be unfamiliar with, so Jewel built sample trays into the fixture.

Having the trays affixed to the fixture also keeps in-store service personnel's attention drawn to replenishing the bread samples, Chagares said.

Signage was a major consideration in the total merchandising plan. A large sign over the department, with the European Bread Co. logo, pinpoints the section within the Bake Shop. Weekly specials are noted on a chalk board.

The product comes into the units in bake-off and parbaked formats.

"This allows for a consistent product from store to store and gives us a quicker turnaround for replenishment," said Chagares. "Bread can be sensitive, it is not at all an easy item to produce."

To enhance the quality and ensure thorough training, Jewel plans to institute a Master baker program within the coming months. Expectations are to roll out the Master baker program chainwide, Chagares said.