QUILLIN'S SHAPES UP SANDWICH PROGRAM

ROSEANNE HARPER

LA CROSSE, Wis. -- Quillin's has put its sandwich program into tip-top shape with three new, trendy varieties developed in cooperation with a major processor and a regional medical center.

The sandwiches, built on a bagel, are currently starring in prime-time television ads on local network affiliates. A voice-over highlights the healthy attributes of the three varieties, which were developed with the help of a chef at Hormel and were analyzed for nutrients by the medical center's dietitians.

Indeed, the healthiness of the big sandwiches is a major selling point, said Tony Doering, senior deli manager for the 9-unit, upscale independent.

"They're designated as '500 Club' sandwiches. That's part of a program started a few years ago by the Gundersen [medical center] clinic here. It means they've been analyzed by nutritionists and that they contain less than 500 calories. A little green sticker designates them as 500 Club items," Doering said.

The 500 Club, familiar to residents of the community and surrounding areas, is associated with an ongoing weight-loss program sponsored by La Crosse's Gundersen Lutheran Medical Center. Quillin's has worked with the center for a few years, tying several of its fresh products into the 500 Club program.

These particular sandwiches are built on Quillin's own "Big Q" bagels, made in their central bakery, and they feature interesting ingredients like portabello mushrooms and dried cranberries.

"We've found that as delis are becoming part of everybody's life, people want to see something more than tuna on rye. We're constantly upscaling our products, and we felt it was time to do a unique sandwich. These distinguish us from the competition," Doering said.

The 30-second spot first ran during a Green Bay Packers' pre-season game a couple of weeks ago, giving the sandwiches, Quillin's and the clinic tremendous exposure, Doering pointed out. It's also running during the evening news.

The sandwiches got real-life exposure, too, at a meeting of members of the medical center's weight management program, said Ruth Lahmayer, RDF, 500 Club coordinator at Gundersen.

"We have a reunion twice a year of people who have gone through our 8-week, weight management program. At the most recent, in August, we served the Quillin's sandwiches. People liked them a lot. Around here, in the Midwest, we're just getting into unusual sandwiches. They were asking for the recipes," said Lahmayer, who is shown in the commercial.

First, the camera closes in on one of the sandwiches, as a voice-over says, "Healthy eating is delicious eating with Quillin's 500 Club gourmet bagel sandwiches."

The three sandwiches are described; then Lahmayer is shown walking through the deli at Quillin's. As the camera zooms in on the sandwiches, displayed in a grab-and-go case, a voice says, "At Quillin's -- your healthy eating headquarters." The Quillin's logo and the medical clinic's logo are flashed on the screen together.

The trendy sandwiches, packaged in 6-inch clamshell containers, are set alongside other sandwiches wrapped in clear film and fold-over, heavy-gauge, transparent bags. However, the 500 Club sandwiches stand out.

"With this sandwich, one of the keys is its height. The clamshell package enables you to look at it straight on and see its ingredients. It looks great," Doering said.

One built on a cheddar bagel is made of ham, diced pineapple and salsa. The top of the bagel has a thin spread of Hellman's mayonnaise, and the bottom, a spread of cream cheese with a sprinkle of cinnamon. Another features turkey, Swiss lace cheese, a mayonnaise sauce with dried cranberries and other natural flavorings. That one is built on a honey wheat bagel. The third is vegetarian. On a plain bagel, it features portabello mushrooms sauteed in olive oil with red onions. It also contains cucumber, roasted red pepper, Roma tomato slices and brie.

Doering said he is happy with sales at this point -- a little more than two weeks after the sandwiches' debut at two selected Quillin's locations. They will be rolled out to other stores as customers begin to ask for them. At the two test stores, there has been no customer resistance to the sandwiches' $3.99 price tag, he said.

"Our other sandwiches top out at $3, but these are unique and we're treating them that way. It's the first time we've ever done a TV ad that just focuses on three sandwiches."