In the drive to recapture sales from food-service operators, supermarket delis are appropriating their competitors' most obvious and effective marketing tool -- the menu.
Both retailers and marketing consultants said that strategy is sound. But in practice, the menus being churned out by many supermarkets have not been hitting their targets.
The major problem is focus. Experts said retailers have to learn how to aim their efforts like a restaurateur instead of a like a grocer.