QFC AD HEATS FRIED CHICKEN

BELLEVUE, Wash. -- Quality Food Centers here devoted an entire half-page to fried chicken in a newspaper ad recently, extending a series of the chain's ads that has been touting prepared foods with new vigor.

seen. On it are the words, "The Deli at QFC."

The ad is headlined, "Pick Up Eight Pieces of Deli Chicken for One Great Price."

Over the illustration, a blurb says, "Let QFC do the cooking tonight. Stop by the deli for a delicious, ready-to-eat eight-piece chicken dinner. And while you're here, don't forget the potato salad."

The price, $4.99, "for eight pieces, hot or cold," is announced in numerals nearly two inches high.

Officials at 40-unit QFC's corporate office here could not be reached for comment about the ad at press time. A source at store level, however, told SN that the everday price is $5.99 for eight pieces of chicken, and potato salad is $2.29 a pound.

The chicken is fried in-store, the source said. The potato salad, however, is made by an outside company to QFC's specifications.

Other QFC ads recently have spotlighted a Dinner for One, for $4.99. That item, featuring a different entree each day, was introduced just three months ago at an everday price of $5.99, a local observer said. Another QFC deli ad last month led off with "a family favorite," tuna noodle casserole for $3.69 a pound.