SLR p22-31 Awards Jun09.qxp 01/06/2009 10:23 Page 29
inside business
MASTERPLAN FOR PROFIT 2009
MT83MT76MT82MT65MT87MT65MT82MT68MT83MT50MT48MT48MT57
FORECOURT
The ‘Quick & Easy’ way
to grow forecourt sales
Recently renamed as the ‘Quick & Easy Savoury ‘ category, the food for now and food
for later markets are in big growth and offer forecourt retailers – and indeed all local
retailers – the chance to cash in on a burgeoning category, says Rustlers.
T
he Quick & Easy category RUSTLERS IS THE hot alternative to sandwiches. point of purchase.*
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is worth £392m*
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. Why is NUMBER 1 BRAND IN THE lUGO’S Deli Café has been lPOS can increase your sales of
this category called Quick CATEGORY*
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tried by 1.4 Million house- Hot Snacking by 7%.*
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& Easy Savoury and what is it? l83% market share.*
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holds.*
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lRustlers shelf trays and other
The answer is simple: because l2/3 of retailers already stock l1/3 have returned to purchase POS are available to all retail-
75% of consumers buy this cate- Rustlers.*
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it again already.*
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ers – call 01772 688312 for
gory as the products are quick & lMust stock lines account for lAlmost half of retailers are more information.
easy.*
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59% of category sales.*
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now stocking the brand.*
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This category is a mixture of 4. PRICING & PROMOTIONS
‘food for now’ and ‘food for later’ RUSTLERS IS BACK ON TV NATIONAL SAMPLING lEnsure all products are clearly
including the subcategories Pies The new ‘One Finger Food’ CAMPAIGN priced – no price, no purchase.
& Pasties, Soups and Hot Snack- creative is sure to get people talk- This year UGO’S Deli Café is lEnsure you take advantage of
ing. ing and drive brand awareness. hitting the road with the Deli For permanent PMP where avail-
Shoppers would like to see If you have a chiller, Rustlers is Your Desk campaign, dishing out able. The Rustlers £1.89
these types of products sitting the brand to stock. delicious hot samples at various permanent PMP has driven
together on the fixture. locations around the UK and standard sales by 40%.*
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Demand for Quick & Easy Ireland.
Savoury snacking is on the For further details or FREE POS
increase as the demand for ‘fast FOUR EASY STEPS TO please contact the Kepak team on
food’ continues to grow*
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as DRIVE SALES 01772 688312.
people work longer hours and
take shorter lunch breaks. 1. HAVE THE RIGHT RANGE
Ensure you stock best selling
RUSTLERS lines and always keep them avail-
Rustlers is a range of hot, tasty able.
and filling snacks which can be 2. ENSURE IT’S ALWAYS
microwaved in just over a UGO’S DELI CAFÉ AVAILABLE
minute. A range of deli delicious Panini l45% of customers will go else-
Targeted at: Males 16-24 years which can be cooked in under 3 where if the product of choice
old, looking for something that is minutes in a microwave. is not available.*
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quick & easy to fit in with their Targeted at: UGO’S Deli Café l17% of failed purchases are
lifestyles. has a broad target audience – caused by poor availability.*
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primarily targeted at females lBy increasing availability of hot
aged 25-44 however, 39% of snacking you can increase
purchasers are also men. sales by 29%.*
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What’s on the menu?: lEnsure products are available
lBacon, Cheese & Mustard at all times to ensure your
Mayonnaise customers do not leave disap-
lChargrilled Chicken, pointed and come back to your
Mozzarella & Pesto store again.
lFour Cheese & Sweet Red
Onion Chutney 3. KEEP IT VISIBLE
All served on a scrumptious l75% of decisions are made at
stone-baked Panini
UGO’S Deli Café not only
Sources: *1 HIM Category Evaluation. *2 Neilsen February 200. *3 Nielsen Impulse
allows you to compete with food
Mat February 2009. *4 Metro. *5 Nielsen 52 w/e 21/03/09. *6 HIM CTP 2008. *7
service outlets but also offers a Retailer Data.
WWW.55NORTH.COM JUNE 2009 l SCOTTISH LOCAL RETAILER l 29
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