EINSTEIN'S EQUATION: DOUBLE THE STORES

JACK ROBERTIELLO

GOLDEN, Colo. -- Just as supermarkets are intensifying their efforts to get into the freshly store-baked bagel business, a sister company of Boston Market will be doubling its stores nationwide.

Einstein Bros., which now has over 300 franchise stores, intends to expand to between 600 and 650 by the end of 1997, according to company spokesman Gary Gerdemann.

The company will focus growth plans in market areas where a number of Einstein Bros. stores already operate, in order to concentrate advertising and marketing, Gerdemann said.

"Our goal is to be a mile deep in markets where we already have a presence," he said. "Instead of having two stores in every city, we want to have enough operations in New York and Chicago to advertise on television."

Einstein Bros. hopes to open 30 new stores in the New York market area in 1997, up from 16 presently there. In the Chicago area, the company intends to add 21 new stores to the 23 that are now operating.

Einstein Bros. regularly engages in promotions directed at creating brand awareness, Gerdemann said.

"We preview stores when they open, sometimes by inviting in the neighborhood," he noted. "It's all about introducing people to how good really freshly baked, hot bagels are."

Besides New York and Chicago, Einstein Bros. franchises currently operate in major cities in 24 states, including Baltimore, Boston, Dallas, Denver, Houston, Kansas City, Kan. and Mo., Los Angeles, Miami, Philadelphia, Phoenix, St. Louis, Salt Lake City and Washington, Einstein Bros. also operates Noah's Bagels in Los Angeles, San Francisco and Seattle.