CHICKEN OUTLET IN KROGER UNIT SEES SALES SOAR

ROSEANNE HARPER

COLUMBUS, Ohio -- Sampling gets much of the credit for outstanding sales at a branded chicken restaurant inside a Kroger store here.

The branded outlet, Churchs Chicken, is the first such restaurant inside a supermarket here, but it won't be the last. Plans have been made to add Churchs in 10 more Kroger units over the next three years, said franchisee George Shanklin, who operates the first restaurant.

Shanklin said Kroger Co., Cincinnati, is as pleased with the restaurant's performance as Churchs is. Sales since Churchs opened in the store last fall have exceeded everybody's expectations, he said.

"We -- Kroger and I -- expected our sales to average out at $7,500 to $8,000 a week. Instead, we're doing $11,000 to $12,000 a week," Shanklin said.

He attributed the success to several factors. Among them are aggressive sampling, the outlet's honey-butter biscuits and its location.

A pharmacy and a check-cashing company also located in the Kroger store give him a ready supply of willing chicken tasters, said Shanklin.

"When I see people waiting in line to get their checks cashed, I get some chicken tenders, cut them in half, stick toothpicks in them, put them on a tray and send someone out to offer them a taste of our product." He said that often people who taste the tenders come right over after they've cashed their check and order takeout chicken. The pharmacy and the Kroger unit itself also count many senior citizens among their customers, which is a boon to Churchs. Many are regular lunch customers, according to Shanklin. "Vans drop off groups of senior citizens here at least a couple of times a week," he said, adding that his restaurant with its in-store positioning makes it convenient for them to eat a hot lunch before or after they do their grocery shopping.

"There's just a heavy volume of traffic at this store," he said, noting that he's always looking for ways to draw customers over to his counter.

"We make good use of point-of-purchase signs and anything new, like honey-butter biscuits, which we introduced last fall. People sometimes just buy a pack of them, and the profit is good on them," he noted.

A seating area upfront at the entrance accommodates only 20, but that is all that's needed, Shanklin told SN.

"About 80% of our business is takeout and most of that is between 4 p.m. and 8 p.m., with family-sized dinners," he said. Shanklin is looking to boost his lunch sales with specials, perhaps on two-piece dinners, he added.