Post on 19-Jan-2016
DeCA Perishable Team
Produce, Meat, Deli/Bakery/Seafood, Dairy, Frozen Foods
DeCA Perishable Team
• BRIDGET BENNETT – PRODUCE• NORM APT – MEAT• DAVE LEFFERT –
DELI/BAKERY/SEAFOOD• STEVE VILLENEUVE – DAIRY• RICHARD WALKER – FROZEN
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DeCA Perishable Team
DISCUSSION TOPICS
• 2014 SALES RESULTS• CUSTOMER SAVINGS BY CATEGORY• CATEGORY REVIEW/NEW ITEM SCHEDULE• PROMOTIONAL PLANNING/EXECUTION• FUTURE INITIATIVES
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PRODUCE – BRIDGET BENNETT
DeCA PERISHABLE TEAM
PRODUCE
2014 SALES RESULTS
$250.9M-2.74% DOLLARS
BUSINESS OBJECTS 26 WEEKS END 2/28/14
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DeCA PERISHABLE TEAM
PRODUCE/NAME BRAND
2014 SALES RESULTS
CATEGORY $ VOL $CHG vs YAG UNIT VOL UNIT CHG vs YAG
PREM JUICE $ 5.79M 4.03% 2.67M 2.88%SALAD $17.63M -2.81% 7.24M -4.44%NUTS $ 2.83M 83.51% 448K 97.82%
BUSINESS OBJECTS 26 WEEKS ENDING 2/28/14
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DeCA PERISHABLE TEAM
PRODUCE
CUSTOMER SAVINGS BY CATEGORY
CATEGORY SAVINGS1 – PREMIUM JUICE 25.81%2 – SALAD 21.05%3 – NUTS 18.63%
NIELSEN 26 WEEKS END 3/1/2014
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DeCA PERISHABLE TEAM
GROCERY ITEMS MERCHANDISED IN PRODUCE
2014 SALES RESULTS$13.2M
+11% DOLLARS
BUSINESS OBJECTS 26 WEEKS END 2/28/14
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DeCA PERISHABLE TEAM
GROCERY ITEMS MERCHANDISED IN PRODUCE
2014 SALES RESULTSCATEGORY $ VOL $CHG vs YAG UNIT VOL UNIT CHG vs YAG
TRAIL MIX $5.49M + 2.47 1.52M + 8.48DIPS $1.58M + 80.60 646K +60.75CUT FRUIT $1.25M + 3.52 706K -9.71MISC. DRY $1.23M + 9.80 891K +11.11SALAD DRESS. $755K + 37.70 252K +40.76
BUSINESS OBJECTS 26 WEEKS ENDING 2/28/14
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DeCA PERISHABLE TEAM
GROCERY ITEMS
CUSTOMER SAVINGS BY CATEGORY
CATEGORY SAVINGS
1 ‒ TRAIL MIX TYPE 27.2%2 – DIPS 25.5%3 ‒ JAR FRUIT 26.1%4 ‒ MISC. DRY 24.8%5 ‒ SALAD DRESSING 18.4%
NIELSEN 26 WEEKS END 3/31/14
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DeCA PERISHABLE TEAM
CATEGORY REVIEWS• Changes provided to Industry for review and
rebuttals/business cases by the COB 5th working day
• All rebuttals answered and provided to Industry with final decisions
• Brand leaders gathered for planogram development to determine available space for new innovation
• Make product decisions and notify Industry of results
• Partner with Industry to develop final planograms and reset schedules (timeline 60 days)
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DeCA PERISHABLE TEAM
PRODUCE NEW ITEM SCHEDULE
Month of Presentation Categories
April Dips July Spices, Herbs September Packaged Peanuts November Salad Toppers
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DeCA PERISHABLE TEAM
PRODUCE PROMOTIONAL PLANNING/EXECUTION
• Right mix of products on displays – EDLP/High Low
• Focus on One-Time Buys – Treasure Hunts• Formalize Cross Merchandising Efforts
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DeCA PERISHABLE TEAM
PRODUCE FUTURE INITIATIVES
• Partner with Meat and Grocery for Themed Displays
• Partner with Industry Members to Enhance Sales
• Standardize PLU Codes with Industry Standards
• Commodity Code Review and Modification
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DELI AND BAKERY – DAVE LEFFERT
DeCA PERISHABLE TEAM
DELI AND BAKERY
NIELSEN 26 WEEKS END 3/1/2014
Sales from Sep 2013 to Feb 2014
• Deli/Bakery Sales ‒ $94.9M
‒ -2.5% vs year ago‒ Flat in FY 2013 - first year of no
growth
‒ $196M in total sales
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DeCA PERISHABLE TEAM
Deli/Bakery by Segments
NIELSEN 26 WEEKS END 3/1/2014
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• Deli sales $43.9M - 3.3%
• Bakery sales $20.3M - 8%
• Hot Food sales $4.5M - 4.7%
• Sushi sales $10.5M - 2.7%
DeCA PERISHABLE TEAM
OPPORTUNITIES • Perishables/perimeter driving growth in
retail• Customers seeking convenience and value
‒ Rotisserie chicken ‒ Sandwiches (custom made)‒ Sushi
• Healthy foods are important and deli answers those needs
• Tie-in with other departments • Become part of the store operation
NIELSEN 26 WEEKS END 3/1/2014 18
DeCA PERISHABLE TEAM
SEAFOOD SALES• FYTD Total Seafood $9.7M: 7.36% vs.
year ago
‒ Seafood Market: $7.2M
‒ Tray Pack: $1.2M
‒ Road Shows: $1.3M
• Total Seafood FY 2013: $20.7M
NIELSEN 26 WEEKS END 3/1/2014
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DeCA PERISHABLE TEAM
SEAFOOD OPPORTUNITIES• Stores in NC, SC, and GA lost tray pack
suppliers in FY 2013. In the process of getting new contracts in those stores ‒ projected sales of $1.1M
• Seafood markets at two large stores coming on line in FY 2014 ‒ projected sales of $850K
• Getting Texas stores back in line with tray pack sales will bring about projected sales of $327K
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MEAT – NORMAN APT
DeCA PERISHABLE TEAM
2014 Sales ResultsFRESH MEATS$174,604,171
-3.30% Dollars
PRE-PACKED CHILLED MEATS $96,945,958
-0.94% Dollars
POULTRY FRESH (Chicken, Turkey, Cornish Hens)
$50,846,679+1.26% Dollars
NIELSEN 26 WEEKS END 3/1/2014
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DeCA PERISHABLE TEAM
2014 SALES RESULTS PRE-PACKAGED CHILLED MEAT
CATEGORY $ VOL $ CHG vs YAG UNIT VOL UNIT CHG vs YAGBreakfast Meat $29,631,777 14.36% 9,145,235 -7.14%Lunchmeat $22,982,216 -9.08% 9,664,188 -10.46%Dinner Sausage $15,451,560 0.86% 5,850,551 -0.86%Franks $7,719,197 -7.10% 3,746,206 -10.04%Ham $7,194,495 -1.97% 992,145 -0.82%Meal Combos $4,929,041 -9.52% 3,949,319 -7.22%
THESE TOP 6 CATEGORIES PROVIDE OVER 90% OF TOTAL PRE-PACKAGED CHILLED MEAT
NIELSEN 26 WEEKS END 3/1/2014
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DeCA PERISHABLE TEAM
PRE-PACKED CHILLED MEAT CUSTOMER SAVINGS BY CATEGORY
CATEGORY SAVINGSBREAKFAST 33.3%LUNCHMEAT 30.1%DINNER SAUSAGE 30.0%FRANKS 31.2%MEAL COMBOS 32.9%
NIELSEN 26 WEEKS END 2/21/2013
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DeCA PERISHABLE TEAM
2014 CATEGORY REVIEWS/NEW ITEM PRESENTATION
MAY 6-16 HOLIDAY HAMS SEAFOOD/PICKLES/
DELI SALAD
JUNE 9-16 LUNCHMEAT/MEAL COMBOS/STRIPS CUTS
SEPTEMBER 8-19 DINNER SAUSAGE/FRANKS
New items “new to retail” may be presented at any time during the year. Goal is to make 1st ships at the same times items are hitting the shelf in remaining markets.
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DeCA PERISHABLE TEAM
FRESH & CHILLED PRE-PACKAGED MEAT PROMOTIONAL PLANNING/EXECUTION
• Random weight items must be offered pre-priced case ready!
• Create appealing displays (coffins or upright mobile merchandisers)
• Looking for manufacturer/broker themed events offering competition between stores for execution and sales growth regardless of store size
• Coupon, recipes, and demo tie-ins to create excitement
• Signage with patron savings call outs
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DeCA PERISHABLE TEAM
FRESH & CHILLED PRE-PACKAGED MEAT FUTURE INITIATIVES
• Create a snack section within the lunchmeat to bring in millenniums to the category
• Standardize PLU codes to Industry standard• Commodity code review and modification• Reduce mandatory stock assortment for
fresh meats; evaluation and adjustments made by performance
• Partners with suppliers to enhance sales • Re-evaluate space to sales by performance
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DAIRY – STEVE VILLENEUVE
DeCA PERISHABLE TEAM
DAIRY
2014 SALES RESULTS
• $215,168,313• -6.0% Dollars
NIELSEN 26 WEEKS END 3/29/2014
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DeCA PERISHABLE TEAM
CATEGORY $ VOL $ CHG vs YAG UNIT VOL UNIT CHG vs YAG
CHEESE $55,585,436 -4.4% 20,570,773 -8.2%
MILK $42,941,123 -7.4% 16,353,682 -11.3%
YOGURT $21,540,701 -6.1% 19,185,237 -6.9%
EGGS $20,599,586 -1.4% 9,537,749 -7.7%
REF JUICE $19,811,595 -9.0% 8,233,510 -5.6%
CREAM $11,177,160 -3.1% 4,925,219 -7.9%
NIELSEN 26 WEEKS END 3/29/2014
DAIRY2014 SALES RESULTS
THESE TOP SIX CATEGORIES PROVIDE ABOUT 80% OF TOTAL DAIRY SALES
DeCA PERISHABLE TEAM
DAIRY CUSTOMER SAVINGS BY CATEGORY
NIELSEN 26 WEEKS END 3/29/2014
CATEGORY SAVINGSCHEESE 33.5%MILK 23.5%YOGURT 24.6%JUICE/DRINKS 26.2%EGGS 25.3%CREAM 25.4%
DeCA PERISHABLE TEAMDAIRY
CATEGORY REVIEWS• Commence about 30 days prior to new item
presentation month• Changes provided to Industry for review
and rebuttals/business cases by the COB 5th working day
• Make product decisions and notify Industry of results
• Rebuttals answered with final decisions• Planograms developed to provide space
for new and innovative items32
DeCA PERISHABLE TEAM
Presentation Month Categories
January Snack/Block Cheese
February Sliced/Shred Cheese
March Yogurt
April Dough/Specialty Eggs
May Juice/Tea
June Margarine/Butter
July Culture/Cream Cheese
August Coffee/Creamers/Organic Milk
September Yogurt
October Deserts/Pasta/Soup
November Juice/Tea
DAIRY NEW ITEM SCHEDULE
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DeCA PERISHABLE TEAM
DAIRY PROMOTIONAL PLANNING/EXECUTION
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• Right mix of products on displays – EDLP/High Low• Create appealing display layouts• Minimize display assortment to ensure adequate
pack-out and sales• Follow-up on execution of plans, Industry and
stores (COMM-Ex/Display Distributor Fill Rates)• Promotional report card reviewed for lift in dollars
and units
DeCA PERISHABLE TEAM
• Develop with Industry partners a reset implementation schedule
• Partner with Industry/Category leaders to enhance sales potential and results
• Implement changes to re-indexed categories
DAIRYFUTURE INITIATIVES
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FROZEN FOOD – RICHARD WALKER
DeCA PERISHABLE TEAM
FROZEN 2014 SALES RESULTS
$179,791,779-7.8% Dollars
NIELSEN 26 WEEKS END 3/1/2014
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DeCA PERISHABLE TEAM
FROZEN 2014 SALES RESULTS
CATEGORY $ VOL $ CHG vs YAG UNIT VOL UNIT CHG vs YAG
Entrees $33,495,311 -12.4% 10,465,546 -16.0%Seafood $17,417,328 2.0% 2,465,456 -8.4%Vegetables $13,931,271 -6.5% 10,605,694 -8.4%Pizza $13,667,306 -9.1% 5,491,714 -14.5%Ice Cream $10,465,427 -8.2% 3,013,975 -10.7%Poultry $10,185,042 -5.2% 2,060,261 -7.3%
THESE TOP SIX CATEGORIES PROVIDE OVER 55% OF TOTAL FROZEN SALES
NIELSEN 26 WEEKS END 3/29/2014
DeCA PERISHABLE TEAM
FROZEN CUSTOMER SAVINGS BY CATEGORY
CATEGORY SAVINGSENTREES 26.3%PIZZA 21.7%VEGETABLES 38.2%SEAFOOD 23.0%ICE CREAM 16.8%POULTRY 32.7%
NIELSEN 26 WEEKS END 3/29/2014
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DeCA PERISHABLE TEAMCATEGORY REVIEWS
• Commence about 60 days prior to new item presentation month
• Changes provided to Industry for review and rebuttals/business cases by the COB 5th working day
• All rebuttals answered and provided to Industry with final decisions
• Brand leaders gathered for planogram development to determine available space for new innovation
• Make product decisions and notify industry of results
• Partner with Industry to develop final planograms and reset schedules (timeline 60 days)
DeCA PERISHABLE TEAMFROZEN
NEW ITEM SCHEDULEPresentation Month Categories
January Ice Cream/Novelties/ToppingsFebruary SeafoodMarch BreakfastApril Meats (Excluding Poultry)May Vegetables/PotatoesJune Juice/FruitJuly PoultryAugust MeatlessSeptember Desserts/BreadsOctober InternationalNovember Snacks/PizzaDecember Entrée/Prepared Dinners
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DeCA PERISHABLE TEAM
FROZEN
PROMOTIONAL PLANNING/EXECUTION• Right mix of products on displays – EDLP/High
Low• Create appealing display layouts• Minimize display assortment to ensure
adequate pack-out and sales• Follow-up on Execution of Plans, Industry and
stores (COMM-Ex/Display Distributor Fill Rates)• Promotional report card reviewed for lift in
dollars and units
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DeCA PERISHABLE TEAM
FROZEN
FUTURE INITIATIVES
• Develop/implement reset schedule• Partner with Industry/Category leaders to
enhance sales potential and results• Re-index categories• Implement changes
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