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PLEASANTON, Calif. -- Safeway yesterday launched a new merchandising program designed to make its stores a one-stop shopping destination for summer grilling needs.
Called "Great Grilling," the program features specially developed recipes and a how-to guide, along with tools and ingredients, including its signature Rancher's Reserve Beef brand. Safeway worked with Sunset magazine to develop the 28 recipes for the program in the magazine's test kitchens.
"We know from listening to our customers that they love to grill, but they also want to learn how to barbecue fish, vegetables, and other foods, and they need recipes that they can grill up tonight," said Brian C. Cornell, e.v.p. and c.m.o. for Safeway. "Our 'Great Grilling' program provides solutions for consumers with recipes, tips, grilling tools, and quality ingredients like our Rancher's Reserve Beef, all of which help to save valuable time spent on meal planning, shopping and preparation."
The Great Grilling Center, located in the meat department, is the focal point for the program, while signage throughout the store points out grilling ingredients and accessories.
"The 'Great Grilling' offering makes it easier for families to cook together and gather around the table to enjoy a home-cooked meal, whether on the patio or indoors," said Barbara Walker, Safeway's group v.p., marketing. "There are recipes that cater to everyone's tastes and skill levels, including some 'surprising secrets' that have novel techniques and ingredient combos that will appeal to the seasoned backyard chef."
The recipes and how-to guides will be available throughout the summer at the nearly 1,700 Safeway stores across the country under the banners Safeway, Vons, Pavilions, Dominick's, Genuardi's, Randalls, Tom Thumb, and Carrs. Additional grilling recipes, tips and techniques can be found on Safeway's Web site.
Safeway operates 1,772 stores in the United States and Canada and had annual sales of $38.4 billion in 2005.