WAKEFERN'S 'ANSWER' IS MENU-BASED SHOPPING

MARYELLEN LO BOSCO

ELIZABETH, N.J. -- Wakefern Food Corp. here has found an answer to the never-ending question "What's for Dinner?"

It's called "The Answer Plan," a new weekly menu-based shopping program that provides time-pressed consumers with dinner recipes, along with sale prices on key ingredients. "This is a way to help shoppers plan their shopping," said Laura McCafferty, spokeswoman for the wholesale cooperative, which operates 187 stores in New York, New Jersey, Connecticut, Pennsylvania and Delaware.

Inside its weekly circulars are dinner menus in four categories: budget, quick, healthy and easy. A recent "budget" meal, for example, featured spiced turkey breast with noodles and broccoli that cost consumers 75 cents per serving. Center Store items on sale were Penn Dutch noodles, which sold for 99 cents for a 1-pound bag, and ShopRite frozen broccoli spears, two 10-ounce boxes for $1. Frozen turkey breast was highlighted at 99 cents per pound.

Launched about three months ago, the Answer Plan has been successful, according to Wakefern. While it's too soon to tell its effect on sales, customers have been enthusiastic.

"People have called to say it's a great idea," said McCafferty. "Anybody who is short on time today [appreciates] any help you can give them in planning for the week." (See related story, Page 35.)

The Answer Plan is also available in a stand-alone brochure that is merchandised in the front of the supermarket. In addition to recipes, the brochure has other information for consumers on shopping, preparing and cooking food.

Wakefern's consumer affairs department prepares the informational piece of the brochure, while Meredith Corp., Des Moines, Iowa, provides the menus.

The Answer Plan is an ongoing program and will continue to include all the departments of the supermarket that have edible items in planning meals, said McCafferty.