MODESTO, Calif. -- In an attempt to keep summer volume steady, Save Mart Supermarkets here spotlighted cakes in full-page ads twice this summer and had "great results."
So said Rick Piccininni, director of bakery and deli for the 89-unit chain.
"The second cake sale, which we held the week of July 4th, was really phenomenal. Sales just went crazy," said Piccininni. "Sales were 15% higher than they were for the first one, in June. That was a surprise because in June people ar