SAFEWAY LOOKS TO BIG BIRDS TO IMPROVE ROTISSERIE SALES

PLEASANTON, Calif. -- Things may be bigger out West, and at Safeway, that now goes for fresh rotisserie chickens, too.The chain, based here, is trying to boost its rotisserie-chicken business from the deli with a new emphasis on larger birds.The new chicken product, 25% larger than previous offerings, is being used to appeal to customers with big appetites, who have the perception that a larger bird

PLEASANTON, Calif. -- Things may be bigger out West, and at Safeway, that now goes for fresh rotisserie chickens, too.

The chain, based here, is trying to boost its rotisserie-chicken business from the deli with a new emphasis on larger birds.

The new chicken product, 25% larger than previous offerings, is being used to appeal to customers with big appetites, who have the perception that a larger bird is a better value, according to industry sources.

Safeway officials

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