Just Stuff It

In the case of the Second Cup, Jones says the company chose to launch its sandwich offerings with grilled sandwiches “to be consistent with our position in the market as a premium establishment,” and considers the products “superior in taste and appearance.” She adds: “We were able to use more artisan breads such as panini. Because we work with regional and local suppliers we can offer a program that is tailored to regional taste preferences and is delivered fresh. Our customers have embraced sandwiches and this is reflected through strong sales.” Bob Huitema, director of Marketing at Toronto-based Timothy’s Coffees of the World Inc., says his company is revamping its sandwich offerings as well, but the plans are confidential at this time.

Besides having new breads and unique, tasty fillings, companies are also placing an emphasis on changing their selection of flavours and formats on an ongoing basis, meaning food producers must come up with flexible options. According to Boughton, Thrifty’s Foods continually changes its sandwich flavour profiles, including modifications to its four basic sandwiches, every year or so. Recent new offerings at the company’s deli counters include a chicken spinach panini, and an imported Italian prosciutto sandwich. “We are looking at offering a butter chicken wrap and an Israeli couscous wrap,” she adds. “Wraps are still a huge growth category. Vegetarian too.” The Second Cup also rotates variety “to keep our program interesting,” and, notes Jones, the company plans to offer more grilled products with premium ingredients, visible grain-based breads and a variety of selections that appeal to the health-conscious consumer.

In the case of Thrifty’s Foods, the chain uses premium breads from its bakery section to cross-promote and boost sales. “We use the fresh baked healthy breads from the in-store bakeries to make our sandwiches,” explains Boughton. For example, their West Coast Trail Bread, featuring lots of grains and seeds, is served at both the deli counter and bakery. “This way,” she says, “we promote what’s in the bakery through the sandwich sales. People get to try the bread and then buy it to make their own sandwiches at home.”

Packaged to Go

While some grocery stores and coffee shops make their sandwiches in-house, many others opt for contracting out to a food processor which can pre-package products and deliver them fresh. “High-quality sandwiches are coming hard and fast. This food sector is definitely growing,” says Bill Froggatt, vice-president of Capital Equipment for Toronto-based Pemberton & Associates, the full-service Canadian representative of Marco weighing systems with food traceability for ready-to-eat foods. Froggatt believes consistency is “without a doubt” the number-1 priority of consumers today. “If people don’t get the experience they had the first time they purchased a particular item,” he stresses, “the possibility is they will never buy it again.”