NORTHLAKE, Ill. -- For shoppers wondering, "What should I make for dinner tonight?" Dominick's Finer Foods believes it has come up with the answer.
In a new program launched late last month, the 102-unit chain based here began offering customers a menu that lists all the ingredients, along with where the items can be found in the store.
The endeavor, called "Fresh Ideas for Your Meal Planning," is being conducted in partnership with Kraft General Foods, Glenview, Ill.
"We entered into this thinking that it would be attractive to meal planners," said Rich Simpson, spokesman for Dominick's. "Putting dinner together is an issue for a busy person, and we are addressing those shoppers who dread the thought of coming up with a meal idea each night.
"Those are the people who would be interested in it."
At present, there are seven complete meal ideas and each week one entree is featured, according to Simpson.
"Parmesan chicken" was the first meal idea offered, and that was followed the next week by "cheesy hamburger macaroni."
"The meals include a variety of products from throughout the store and, of course, that includes meat," said Simpson. "For instance, for the chicken recipe, it might say to pick up a fryer or a broiler chicken and then include some produce, maybe tomatoes, green pepper or basil.
"Kraft singles, black pepper or flour tortillas, are examples of ingredients" customers could also expect to see, said Simpson. "Or for a shrimp recipe, you need to purchase shrimp."
In-store, the ingredient items are all highlighted with green and white "fresh ideas" shelf tags, said Simpson.
On April 28, Dominick's ran a two-page newspaper ad explaining
the program and instructed shoppers to pick up their meal planning guides in any Dominick's store. In succeeding weeks, smaller ads have run, said Simpson.
Dominick's also has supported the program with radio ads.
In a recent circular, Dominick's devoted one full inside page to "fresh ideas." The ad stated that "fresh ideas" is good for "busy weekdays or relaxing weekends, and all [meals] are delicious and real family pleasers."
It further read: "Now it's easy to serve your family a complete and delicious dinner. Be sure to stop by and pick up your 'Fresh Ideas for Your Meal Menu Planning' passed out in-store each week for a complete meal planning guide. It includes recipes for an entire meal as well as a list of ingredients and where to find them. Just look for the signs to make your shopping fast and easy."
