In the year ahead, consumers figure to still be downbeat about the economy as they make their deli-purchasing decisions, but that doesn’t mean cheaper is better. “American consumers are still very pessimistic about the economy and we expect they will continue to look to home meal solutions vs. other meal options in 2011,” says Tony McGinn, vice president of the deli channel at Nestle Professional, Rogers, MN. “Rotisserie chickens will remain at the forefront and consumers will be looking for side-dish accompaniments that will deliver on their needs for health and wellness, preparation simplicity and — most of all — value.”
The concept of value as it applies at the deli is complex and can’t be reduced to a simple matter of low cost. “Value is, of course, the trickiest part because it means different things to different people. It’s price, of course, but it’s also quality ingredients that taste good and a clean label that incorporates today’s contemporary flavors and menu trends,” he continues.
Defining value in a way that resonates with the consumer could go a long way toward defining success at the deli in 2011. A major school of thought says value should emphasize better, not cheaper. “I think there is a trend toward products that taste better. You need to emphasize quality rather than price. The consumer is more interested in getting a good meal than in saving a dollar,” says Robert Mintz, CEO of Rupari Food Services, Deerfield Beach, FL.
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