SIXTH MANHATTAN BAGEL OPERATION ROLLS OUT AT CLEMENS

ROSEANNE HARPER

SOUDERTON, Pa. -- Clemens Markets has added its sixth Manhattan Bagel operation inside a remodeled store here and three more are set for this year, according to officials at Manhattan Bagel Co., Eatontown, N.J.

At the Clemens unit here, the Manhattan Bagel franchisee, CHP Inc., Jenkintown, Pa., is looking to build the operation's lunch business by visiting nearby offices to offer employees samples of Manhattan Bagel sandwiches.

"Every morning we make up two or three of the particularly interesting varieties, such as The Bronx Bomber or The Empire State and cut them up and take them out to two or three businesses. We leave our menu and we point out that we always have a daily special," said Dennis Moreno, vice president of marketing development for CHP.

"It's working. We've had people come back that same day with a list of sandwich orders at lunchtime," he added.

The Manhattan Bagel operation, located just inside the single entrance to this 35,000-square-foot Clemens unit, offers sandwiches on bagels, wraps and English muffins. The full sandwich menu was launched by Manhattan Bagel Co. with a "Manhattan Bagel's Freedom From Boring Lunches" promotion. (See "Clemens Markets on a Roll Thanks to Manhattan Bagel," SN, Nov. 16, 1998.)

"When we visit the locations, we're also gathering fax numbers because we'll follow up by faxing out our daily special to those offices or businesses we've taken samples to," Moreno said.

He pointed out that his efforts can hypothetically bring people into the Clemens unit who have not shopped it before.

"For example, at some of these office parks, we're reaching lawyers who wouldn't ordinarily think about going to a supermarket for lunch, or they might not even be aware that there's a supermarket so close by," Moreno said.

Clemens officials could not be reached for comment at press time, but they have said in earlier interviews that they are pleased with their association with Manhattan Bagel.

The Kulpsville, Pa.-based Clemens first linked up with Manhattan Bagel two and a half years ago at a new store in Quakerstown, Pa.

In addition to Clemens Markets, Manhattan Bagel Co. has operations inside other supermarkets. The chains it has a partnership with include D&W Food Centers, Grand Rapids, Mich., and Norkus Foodtown, Neptune City, N.J.

Manhattan Bagel and its parent company, New World Coffee & Bagels, own, operate, franchise or license approximately 340 freestanding stores in 19 states and Washington.