PANINI SPREADING THEMSELVES THICK

MINA WILLIAMS

Retailers are expanding deli sandwich offerings with an Italian flair -- panini.

These little sandwiches offer a light alternative to larger, meat-laden American sandwiches, and are one of the latest category crazes in supermarket delis all over the country -- including operators that tend toward adventurous or gourmet offerings.

Panini have been introduced with some success, for example, at Wegmans Food Markets, Rochester, N.Y.; D&W Food Centers, Grand Rapids, Mich.; Larry's Markets, Seattle; and Dorothy Lane Market, Dayton, Ohio, among other retailers.

"Panini are a definite trend. They define a lifestyle choice," said Mark Caraluzzi, a restaurant consultant based in McLean, Va.

"There is a lot of appeal with vegetarian variations, and lighter sandwiches that are not as heavy as traditional submarine sandwiches."

The sandwiches are offered on single-serve rolls or froccia, on baguettes or on crusty rounds that are sliced into serving sizes. Fillings range from traditional Italian-style meats and cheeses to more American-style offerings such as turkey, ham, vegetables and chicken.

Dressings for the panini include pesto sauce or olive oil depending upon the filling.

"Our customers have been very responsive to the panini," said Donna Howell, deli director, Dorothy Lane Market. "They think it is a unique idea."

Dorothy Lane Market has been offering the small sandwiches since March. "We are the only one in town that has them," said Howell. "People do come here just to buy their panini."

Balls Price Chopper, Kansas City has been offering panini since late last year. According to industry sources, the chain sold more than 1,000 sandwiches in the first week that they were available.

D&W has been making panini for about a year in two of its units. The success rate for the program has been so high that three more units are being added to the panini parade.

"Panini are one more concept in the ever-evolving food court," said Mike Eardley, director of deli, D&W. He added that D&W is experimenting with a layered tortilla-based panini.

At Larry's Market, panini have been available for as long as two years. The Italian sandwiches are currently merchandised as a selection within the Market Kitchen cafe section, in the same case as pizza offerings.

Dorothy Lane Market merchandises panini with the specialty olives in the deli. Retail prices of panini are $3.95.

D&W offers panini for $3.99.

Panini are served cold, or grilled to order on a press-style grill that resembles a hinged waffle iron without the indentations. The equipment investment is approximately $1,000 for each grill.

"The press takes basic combinations and makes them into hot signature sandwiches," said food service consultant Caraluzzi.

When meat is included in panini combinations, it tends to be the more high end meats, which is another advantage for margin-minded deli departments, according to Ardelle Allen, a Seattle-based food industry consultant. She estimated that panini can "bring the profit margin into the 66% to 70% area."

Panini take two to three minutes to grill, which allows the filling to be heated, cheeses to melt and the bread to lightly toast.

"The beauty of panini programs is operational," Caraluzzi said. "The equipment investment is low and simple to operate. Additionally, there is no need for a hood or venting. Basically retailers can plug in the press and they are in business."

"Another operational advantage to panini sandwiches are that they do not have to be prepared to order, on the spot," pointed out Allen. "They can be prepared in the morning and portioned out as ordered by the customer."