FRED MEYER STORE OPENS SELF-SERVICE MEALS MENU

JACK ROBERTIELLO

PORTLAND, Ore. -- Fred Meyer Inc. has launched its first ready-to-eat meals program in a store here.

Called "F. G. Meyer Homestyle Meals," the self-service cafeteria-style program is available in one Portland store only, between 4 p.m. and 7 p.m. daily.

Dubbed by its creators a "hybrid concept," the Homestyle Meals program consists primarily of American-, Italian- and Mexican-style entrees, side dishes and soups served from a 28-foot steam table. The items are sold, food-bar style, at $3.99 per pound. Consumers are able to pay in the deli area for their meals and bypass longer checkout lines.

In a letter, Curt Lerew, then president and chief operating officer of Fred Meyer Inc., said the meal program's limited availability "speaks to the emphasis on quality and freshness for main-meal dining."

The program is targeted at the takeout customer, although a seating area is located adjacent to the steam table and soup bar. Meals are served in three-compartment microwavable containers.

Dishes available in the program include meat loaf, pot roast, chicken enchiladas, pork chile verde, vegetable lasagna, barbecued beans with Pepsi, potatoes au gratin, clam chowder and chili. All products are outsourced, both fresh and frozen, completely prepared.

Fred Meyer Inc. is marketing the program with a Frequent Diner Club that offers members a 1-pound meal free for every nine meals purchased weighing a pound or more.