QFC EVENT STICKS STORE LABEL PRICES ON NATIONAL BRANDS

RICHARD TURCSIK

BELLEVUE, Wash. -- Quality Food Centers here paid homage to national brands by offering them at "store brand prices" during its annual QFC National Brands Sale.

The sale featured substantial savings on brand name products throughout the store, with a concentration on center store mainstays. The sale ran for three weeks in February and featured different items each week.

"It's our most eagerly anticipated sale of the year," according to QFC's circular. "It's three full weeks of exceptional savings on America's leading brands . . . With some of our best values of the year on brand names like Progresso, Tropicana and Dannon. So be sure to see us this week. Next Week. And the week after that. For national brand products. At store brand prices. All at your neighborhood QFC."

Among the products on sale were Arm & Hammer Ultra laundry detergent for $7.79, a saving of $5 off the regular $12.79 price; MD bathroom tissue, two 12-packs for $5, a saving of $4.18 off the regular $4.59 a 12-pack price, and Progresso ready-to-serve soups, 99 cents a can, a saving of 60 cents off the regular price. Kellogg's Corn Flakes were only $1.99 a 24-ounce box, a saving of $1.90 off the regular $3.89 retail.

Shoppers could also save $1 on assorted Mother's cookies, which were on sale one week for $1.69, and Stouffer's macaroni & cheese, which was on sale for 99 cents.

Other brands featured included Kern's nectars, Coca-Cola, Keebler, Tootsie Rolls, Fantastic Foods health foods, Taster's Choice instant coffee,

Sparkle paper towels, Schilling spices and Krusteaz muffin mixes.

Officials at QFC declined to comment about the National Brands Sale, but Seattle-area observers told SN the sale has become a popular annual event with both consumers and the trade.

"The QFC National Brands Sale is one of their most successful events to tie-in with," said one local observer.

"They just do an awesome job of promoting the national brands. They prominently put them in their ads year-round, but they just go all out during this time period. It is really just a good thing to be in on as a vendor. They just do a spectacular job," he said.

Another area source told SN the QFC National Brands Sale is heavily advertised on local radio, and occasionally television.

"Typically QFC doesn't merchandise it too heavily in the stores," he said.

"QFC generally shies away from big banners and in-store theme-type promotions. They do lobby displays, but typically you don't see the QFC guys getting involved in really wild merchandising to catch the eye. They like to stay more traditional because they are an upscale operation and don't like to clutter up the store," the observer said.

"On the shelves they have their 'Q Buys' shelf talkers that are bright yellow and blue. It is very attractive and they do a real good job with them," he added.