WHOLE-HEALTH DESTINATION TO KEY NEWEST FOOD CIRCUS

MARTY SONNENFELD

MIDDLETOWN, N.J. -- An expanded whole-health destination department is planned for a new 90,000-square-foot Super Foodtown of Food Circus Supermarkets, based here.

The whole-health department will be among several large nonfood and food destinations slated to go into the new Brick, N.J., store when it opens in 2001, said Joe Azzolina Jr., director of planning and development. Food Circus will build the new store next door to its 30-year-old, 30,000-square-foot unit, which the new store will replace. Construction will begin within eight to 12 months.

"The store will feature boutique destinations," Azzolina said. Between 3,000 and 5,000 square feet will be devoted to the whole-health section, which will be branded with a name. "It will include our pharmacy department, vitamins and natural/organic foods," Azzolina noted.

He said Food Circus also plans to offer nutritional advice by bringing in a certified nutritionist on a weekly basis. Subject to customer interest, the nutritionist may lead customers on a whole-health tour of the supermarket. "The destination will also involve other staff that are knowledgeable about other [non-pharmacy] products," Azzolina explained. "We're trying to make it a complete whole-health destination. We'll tie in all departments and types of products that fit whole health.

"With an increase in consumers' interests for self-remedy, our goal is to educate them so that they can do self-care," said Azzolina.

Attending the Food Marketing Institute's FMI Pharmacy Conference in Baltimore, April 18 to 20, Paul Schneider, director of pharmacy operations for Food Circus, told SN this approach is "the ultimate way of marketing whole health." He said the destination will be located adjacent to the produce section "to maximize the tie-in."

Like many other Food Circus stores, the Brick store will emphasize fresh foods. But the new store will also feature substantial baby care and pet care destinations, a staffed bank branch and a photo shop. Taking a cue from some mass merchandisers, Food Circus will enable parents to leave their children in a supervised child play area while they shop at the new Brick supermarket. Grocery items and frozen food will be offered in more standard center store aisles.

Azzolina said that Food Circus is pleased with the success of its 37,000-square-foot store in Port Monmouth, N.J., which highlights several destinations. That store, which opened last year, however, has no pharmacy. "This one is much larger, and will let us really do whole health. It will be the prototype that we'll use for our new stores," Azzolina declared.

The executive also announced that Food Circus, which operates 12 stores under the Food Town and Super Foodtown banners, is currently planning three new stores of 60,000 to 90,000 square feet over the next 2.5 years. One store will be a replacement, one will be a completely new site, and the third will be an extensive remodel with an addition.

"Today's market is based on consumer demand and change in lifestyle," said Azzolina. "With people having less time, we're trying to save them time in food prep, and also make them feel healthy."