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The eat-in experience helps attract busy con-
sumers, especially Millennials, says Jay Cira,
president and CEO of Beloit, Wis.-based
Broaster Co., which provides branded turn-
key programs. “Younger patrons are especially
open to this concept as they do not have as
strong of a preconceived idea of what a super-
market might have been in the past,” he says.
“And, chicken is a staple food that’s inexpen-
sive and does not have any cultural or religious
barriers to overcome, so it appeals to a very
The brand recently launched Genuine
Broaster Chicken Spicy, which has Hatch chili,
Habanero peppers and Chipotle chili. The
bold flavors appeal to a range of consumers,
including Millennials. This group also likes
to customize their meals, so retailers should
offer variations such as different sauces and
flavors. The messaging is also important, and
supermarkets should highlight the fact that
the chicken is prepared on site. “Keep it fun
and lively and most of all, keep it laser focused
on the younger consumer to ensure long-term
repeat business,” Cipra says.
Cipra notes that Wegmans pioneered the
eat-in experience and the upscale feel of din-
ing in a supermarket. “Retails could learn
from this experience and tailor their offerings
to serve in a comfortable, attractive area for a
dine in experience,” he says. “To miss out on
this trend is to miss out on sales and repeat
customers. Retailers should get in the game
now before the space becomes too crowded.”
He also points to Hy-Vee, with its Market
Grille locations, offering Buffalo chicken
sandwiches and chicken strips.