ALBERTSON'S SEATTLE GETS QUICK FIXIN' IDEAS CENTER

MINA WILLIAMS

SEATTLE (FNS) -- Albertson's is addressing speedy meal shopping by installing a Quick Fixin' Ideas center in units here.

The center is positioned close to various units' front end as an endcap unit and takes the form of a 4-foot-wide five-deck shelving unit that is approximately 10 feet tall. Within the center, the chain supplies all the nonperishable ingredients necessary to assemble two entrees. Additionally, some side dishes and dessert items have been incorporated and soft drinks are merchandised on the sides of the center.

During the week SN visited area units, recipes for an Artichoke Rice Salad and an Autumn Pork Chop were being featured. Nationally branded companies sponsored recipes that focused on their own product lines. For the remainder of the necessary ingredients, Albertson's own store brands were positioned at the center.

Entrees positioned at the center are designed to be prepared in 30 minutes or less. Attention is drawn to this attribute through a banner sign atop the fixture. The two meals featured during SN's visit take less than five minutes to prepare. In addition to additional signage affixed to the center explaining the recipe and its ingredients, Albertson's customers take home recipe cards with a full color photo of the prepared item on one side and the item's ingredients and preparation procedures on the other. The recipe card also directs consumers to the chain's Web site for additional Quick Fixin' Ideas recipes. Sponsoring vendors' logos are included on the recipe card and specific branded products are recommended as ingredients.

The operator uses the Quick Fixin' Ideas title, along with a diner plate clock logo and a purple-blue color to unify the fixture itself, the recipe cards and in-store signage. The menu suggestions, along with the actual recipes, are also printed in the chain's weekly circular for additional promotional punch.