KILLER BROWNIES INVADE MICHIGAN TRADING AREA

MINA WILLIAMS

DAYTON, Ohio (FNS) -- Dorothy Lane Markets here has entered into a licensing agreement with D&W Food Stores, Grand Rapids, Mich., to market DLM's trademark Killer Brownies.

The introduction of Killer Brownies into the Michigan trading area occurred this spring. According to Norman Main, president of DLM, the project had been in the works for about two years.

"As far as we've heard, sales are exceeding expectations. They are approaching Killer Brownies with gusto," said Main of D&W's program. "They have got a real signature item that is unique to their area, adding another aspect to their business."

Under the agreement, D&W has the rights to the Killer Brownie trademark and logo. D&W operations personnel were instructed in merchandising, promotion, marketing, presentation and the all-important secret recipe of the items at "Killer Brownie School," which was conducted by DLM staff.

D&W personnel were also taught how to use suggestive selling techniques with the brownies, including what to recommend to customers and serving suggestions.

Killer Brownies have long been a hallmark of DLM. The dense, rich signature item is available through the service bakery department and comes in several flavors, including the original chocolate version, one with caramel and another with raspberry. Each brownie is decorated with a topping of powdered confectionery sugar.

Part of the Killer Brownie's success in D&W's trading area can be attributed to DLM's brisk mail-order business in Michigan, according to Main. The Dayton chain not only has a strong telephone order business, but has its own Web site where Killer Brownies are featured. On the site, e-customers can not only order the goodies, along with other items, they can enter a contest that features a drawing for free Killer Brownies shipped directly to the customer.

According to Main, the Web-based business for the signature item has not been impacted in the Michigan area since D&W began marketing the Killer Brownies.

Inspired by D&W's success, Main reports that he is looking at additional licensing agreements with supermarket operators far-removed from his chain's heartland location.