Get your game on! The pro football championship is the second-largest food holiday in the U.S. after Thanksgiving, so it goes without saying that your competition will be ready for the big game. Maximize sales of game day favorites like avocados, wings and deli trays for your fresh department with merchandising tips from NCG’s fresh program managers and retail specialists.

Produce

Game Day festivities in the produce department are centered on that magic piece of fruit known as the avocado. Industry reports show that game day weekend is the highest volume point of the entire year for avocado sales. That means, if you’re well-prepared and have a strategy, it could be an awesome weekend for selling produce!

Begin by ensuring you have ripe and ready-to-eat avocados available the entire weekend, starting on Friday morning through the start of the big game on Sunday evening. Sales on “ripe-n-ready” avocados increase 99.9% vs. avocados that are green and require ripening. Make sure they are firm and ready for game day preparation. Achieving this may require you to order in advance. Utilize item movement reports to help with decision making. Ordering in advance will certainly guarantee ripe-n-ready product for your customers.

Having a price promotion on avocados during game day weekend is a smart strategy for really increasing volume. Make sure to have a variety of sizes, too. Small, large and bagged avocados all will sell very well. If you offer pre-made guacamole in-store, have a work-ahead program in place so that you do not fall behind in production.

Another key factor to fulfilling your customers’ game day needs is availability of the ancillary produce items that will grow their basket size. Roma or plum tomatoes, cilantro, jalapeño peppers, an assortment of hot/spicy peppers, green onions, tomatillos, lemons, limes, garlic and complimentary snack items — all the necessary ingredients to meet the wide range of desires for your customers. But remember, the game day shopping experience in produce will only be a success with your ability to provide the true MVP: ripe and ready-to-eat avocados!

– Jeffrey Owens, NCG Produce Retail Specialist, jeffrey.owens@ncg.coop

Meat and Seafood

According to the National Chicken Council, Americans will eat 1.25 billion chicken wings this year while watching the big game. That’s enough chicken wings to circle the Grand Canyon 120 times! Do not wait to secure promotional pricing with your vendors or you will risk being shorted on deliveries. Wing shortages will be at their highest levels in January and February.

Pre-packaged wing displays should include no less than three full rows of aggressively priced (5% to 10% margin) family packs and four full rows of small packs. If your location includes a full-service case, aim for three to four varieties of marinated or seasoned wings, drumettes and wingettes. Try to keep the pricing gap for regular wings vs. value-added to no more than $1 more per pound. These displays should be “large and in charge.” Make sure to sign all of your displays aggressively utilizing two- and four-up signs for each display.

Cross-merchandise to make up the margin reductions on the wings. Ranch dressing has been the historic favorite dipping sauce with wings, but include a large variety of hot sauces and barbecue sauces as well.

Consider offering meat appetizers that are regional to the teams playing in the big game. Check out NCG’s collection of value-added meat recipes for more ideas. Other must-haves for game day include:

• Ground beef and meatballs
• Bacon-wrapped jalapeños (and anything wrapped in bacon)
• Jerky, snack sticks, summer sausage and charcuterie
• Thematic sausage displays, cocktail wieners and brats
• Ribs
• Smoked fish and oysters
• Cooked shrimp and dipping sauces

– Greg Johnson, NCG Meat and Seafood Program Manager, greg.johnson@ncg.coop

Prepared Foods

Football games just scream indulgence, creating the perfect opportunity for you to inspire your shoppers with fantastic food ideas that set the stage. Whether your customers are looking forward to a quiet day watching the game or are planning a big party with family and friends, food is key to an amazing Game Day spread.

Top Game Day recipe favorites from dips and meatballs, to appetizers and main dishes make a party as memorable as the football game. Help your deli customers score big points by providing convenient prepared foods featuring Game Day Deli Recipes such as:

• Black Bean Chili
• Stuffed Falafel Balls
• Cheesy Caramelized Onion Dip, Jalapeno Cheddar Dip or Ranch Bean dip
• BBQ Bourbon Wings
• Chicken Avocado Roll-ups

Nearly half (45.2%) of consumers that say they will either throw a Game Day party or attend one. Remember, as the big day approaches, customers are relying on you to have fresh ingredients and enticing eating ideas, from the traditional favorites to more souped-up food concepts for a great gathering…

– Linda McCann, NCG Prepared Foods Program Manager, linda.mccann@ncg.coop

Storewide

Start game day promotions a week before the big game to help customers decide where and what they will purchase for game day. Your competition will be running specials on similar items for this event, so be competitive and follow these tips:

• Offer these items at the price points specified even if it doesn’t meet your margin expectation
• GO BIG!
• Choose high traffic areas
• Abundance is key. Keep displays filled—they need to shout FRESH
• Use bold signage, appropriately sized for your display
• Cross-merchandise to provide solutions for shoppers
• Offer samples during peak hours
• Be sure co-op staff know about your great deals

Check out the On Common Ground article “Plan to Score Big on Game Day” for ideas and links to more resources, including NCG’s recently updated Game Day Promotional Materials.