LOCRICCHIO'S IS STRESSING ITALIAN SPECIALTIES AND SERVICE

WILLIAM SMYTH

MACOMB TOWNSHIP, Mich. -- Residents of this Detroit suburb are savoring a taste of Italy with the opening of Locricchio's International Marketplace here.

The new specialty store emphasizes Italian specialty foods in multiple departments spread out over its 27,000 square feet, and it carries imported products from Italy as well as other countries.

"We have products from all over the world," said Sam Locricchio, director of operations.

In the grocery aisle, Locricchio's carries seasonings, sauces, condiments, pastas and olive oils from Greece, Spain and Middle Eastern countries. "We have herbs and seasonings that you can't find in the United States," said Locricchio. "We also carry imported salad dressings."

Low-profile metro shelving is used in Center Store, which makes the unit easier to shop and gives it a more open look. "The shelves are not high, roughly 65 inches with a product on top. You can see the whole store and nothing is blocking your vision," Locricchio said.

Although the store had a soft opening in December, grand-opening celebrations are being held throughout the month of February, with in-store entertainment; giveaways of televisions, bicycles and other items; and in-store tastings. The grocery department will be sampling 16 to 18 nonperishable items, including salad dressings, pastas, sauces, juices and salsas.

Locricchio's offers a "wine and roses" section, which is another feature that distinguishes it from local competitors. The Villa di Fiore area of the store is a complete floral and wine section that stocks a wide variety of both imported and domestic wines merchandised alongside flowers.

Other sections of the store include seafood and meat sections, called Captain's Choice Co. and Mister Meats, respectively, and a 10,000-square-foot produce section. The store also has a deli stand, bakery and prepared-foods sections. Locricchio's mother, Stella, cooks and prepares food for the takeout area daily.

Halogen lights illuminate the blue terra cotta and beige design of the store, and black counters fitted with polished chrome are used in the peripheral areas.

Locricchio's is doing extensive advertising in the Detroit Free Press, Detroit News and Macomb Daily, and is using radio advertising as well.