Take a Bigger Bite of Deli Sandwich Sales

Give consumers what they are looking for when shopping for deli sandwiches.

The best sub sandwich in America in 2018 didn’t originate in a restaurant, from a celebrity chef, or even as a homemade recipe. It came from a supermarket’s deli department. Thrillist, a popular travel, food, and lifestyle website, bestowed this title on Publix Super Markets’ Subs, nicknamed “Pub Subs.”

Since then, other media have sung the praises of these meal-sized hand-helds. Last year, Sporked, a food review and ranking website, gave Publix’s Deli Ultimate Pub Sub — ham, turkey breast, roast beef, cheese and veggies — a 10 out of 10 “Spork” rating.

“Customers today increasingly value their time, are looking for ways to save time, and reducing the time spent preparing meals is one easy solution,” says Hannah Herring, media relations manager for the Lakeland, FL-headquartered chain with 1,400-plus-stores in eight southeastern states. “Our signature chicken tender sub is by far our most popular. We have many renditions of this sub, but they all start with our in-house prepared chicken tenders. The second most popular sub would be our Italian sub, which features Tavern Ham, Genoa Salami and Capicola.”

Publix’s subs are an excellent example of how supermarkets can use their deli’s signature sandwich programs to garner widespread positive publicity, get shoppers in-store, and gain greater register rings.

TOP TRENDS

“Consumers are looking for quality and elevated experiences when shopping for deli sandwiches,” says Lori Kocer, marketing director for retail dairy foods at Land O’Lakes, Inc., in Arden Hills, MN.

Chicken and club are the most popular sandwiches on menus, according to Datassential’s Sandwich Inspiration Report, published in March 2024 by the Chicago, IL-headquartered food and beverage intelligence platform.

According to Liz Jones, senior product manager for packaging maker, Novolex, in Hartsville, SC, customers continue to crave healthier choices throughout the supermarket, including in the deli. “There’s a growing appetite for sandwiches made with lean meats, nutrient-rich breads, and premium ingredients with fewer additives.”

The fastest-growing sandwich term on menus is “plant-based,” followed by Beyond Meat, plant-based burger, and Impossible Foods, according to the March 2024 Datassential report.

Flavor continues as a powerful purchase driver, says Sean Flynn, director of sales for Niman Ranch, in Westminster, CO. “Taking a page from our friends at Marczyk Fine Foods, their El Bocadillo sandwich is a high-flavor, elevated offering; it includes a lovely portion of our prosciutto, six-month aged Manchego, Spanish olive oil, sherry vinegar, and arugula on a baguette. Another delicious on-trend option is their Parisian, made with our smoked ham, brie, and just the right amount of butter on a baguette.”

Marczyk Fine Foods is a two-store supermarket retail chain based in Denver, CO.

Regional spicy flavors, like Nashville hot, and global inspiration, including chili flakes and halal, are fast-growing, according to Claire Conaghan, trendologist and author of Datassential’s Sandwich Inspiration Report. “These flavors lean into sandwich megatrends, including Middle Eastern, plant-forward, Asian-inspired, Latin influence and U.S. regional.”

FOCUS ON EACH COMPONENT

Layers of filling, most often meats, cheeses, veggies, and condiments, tucked into bread is the very definition of a sandwich.

Some of the latest deli meat introductions embrace the global flavor trend. For instance, Jennie-O, a turkey products brand and subsidiary of the Hormel Foods Corporation, in Willmar, MN, introduced its Lemon Garlic Turkey this spring.

“For a traditional approach, this product works well in classic limited-time-offer (LTO) sandwiches. For a more modern twist, it can be featured in a pita sandwich with hummus or toum (Lebanese garlic sauce), tomatoes, cucumber, and feta, or as an Italian slider with pesto and provolone,” says Shelly Venenga, senior brand manager.

One of the top deli sandwich cheeses is American. This is especially true in the Northeast, where American cheese is frequently used in sandwiches, according to Land O Lakes’ Kocer. “There are classic sandwiches, too, like ham and Swiss or turkey club with cheddar, that appeal to grab-and-go consumers on a budget.”

As for condiments, Conroy Foods, based in Pittsburgh, PA, has introduced its new Beano’s brand, Nashville Hot Sandwich Sauce. Crafted with honey and cayenne peppers and packaged in a plastic squeeze bottle, it’s ideal for creating a Nashville Hot Chicken Sandwich in-store or cross-merchandised with other ingredients for customers to make at home.

Bread is ultimately what makes a sandwich a sandwich. In February, Publix Super Markets introduced a soft white bread sub roll to its lineup of bread options. This newest addition is baked fresh, from scratch, in-store year-round.

“Eighty percent of consumers say quality bread is the key to creating a fantastic sandwich with freshness, taste/flavor being among the most influential product attributes for purchasing,” says Dave Gonnella, vice president of sales at the Gonnella Baking Company, in Aurora, IL, which offers both frozen dough and thaw-and-sell breads.

Pretzel buns, most popularly used for signature burgers and elevated chicken sandwiches, experienced a 50%-plus growth over the past four years, according to Kerry Pretzel Insights, Circana Supply Track 2024, as shared by Gonnella.

This source also showed that brioche has had over 20% menu growth over the past four years, with sustained growth of nearly 20% through 2028, driven by serving as the dominant premium sandwich carrier for all meal occasions.

“Our Brioche Pretzel Rolls, launched last year, offer a perfect solution for delivering sandwich inspiration. The rolls blend the light sweetness of our brioche with the saltiness of a pretzel with added crunch thanks to the sesame seeds on top,” says Jake Huber, the Cincinnati, OH-based U.S. sales director for the St Pierre Groupe, a U.K.-based baker and subsidiary of Mexico’s Grupo Bimbo.

Interest in Mediterranean, Latin, and Asian-inspired sandwiches continues to grow.

Gonnella’s new, par-baked quarter sheet focaccia allows deli operators to elevate experiences and differentiate from at-home sandwich occasions. The focaccia can be topped with on-trend spices, herbs, oils, sauces or cheeses, then baked in-store and sliced for specialty sandwiches, thus delivering unique, crave-worthy deli options with no artificial ingredients.

“Our range of pitas, wraps, bagels, and specialty breads meets this demand as versatile globally-inspired sandwich carriers,” says Karen Toufayan, vice president of marketing for Toufayan Bakeries, in Ridgefield, NJ. “We offer gluten-free wraps and a keto line to provide inclusive options.”

The baker’s newest product is lavash, which is excellent for flatbread sandwiches, creative wraps, or pinwheels. It is a trendy alternative to wraps that make eye-catching grab-and-go selections.

THREE KEY TYPES OF SANDWICH PROGRAMS

Innovation should focus on grab-and-go, hot, premium, and unique sandwiches, according to Datassential’s Sandwiches Keynote, published in March 2023.

“Our grab-and-go section offers convenience and quality, or customers can enjoy the ability to customize with our made-to-order subs. For those who want the best of both worlds, we offer in-store pickup options that allow customers to customize a fresh-made product without visiting the deli sub line,” says Publix Super Markets’ Herring.

Make sure shoppers can see the ingredients and layers in pre-made sandwiches, adds Niman Ranch’s Flynn. “Cut the sandwich crossways and put the halves side by side. This is more appetizing than looking at bread with hidden ingredients, and ensures shoppers are excited about the quantity and freshness of their selection.”

Dubl View ToGo! Deli Bags from Novolex are the company’s most popular deli sandwich package. There are eight sizes, a polypropylene window for cold applications, and three dimensions, with a PET window for hot.
“Consumers buy with their eyes,” says Jones. “This high-performance deli sandwich package highlights fresh homemade products, promotes brand image, and drives sales by showing off the sandwiches inside. The bags are fully lined with anti-fog film that provides superior visibility.”

The company’s newest sandwich packaging is its PowerPrep wraps and bags. Created for grab-and-go applications, this multi-layered, laminated, and insulated wrap allows freshly made food to be wrapped or bagged, frozen, reheated, and held under heat at point-of-sale and maintain good quality.

Made-to-order is one of the most popular deli sandwich programs today, according to Toufayan Bakeries’ Toufayan. “A fresh, made-to-order sandwich program allows customers to customize their sandwiches with preferred ingredients, making it a more premium and personalized experience. This can lead to higher margins and increased customer satisfaction. However, it requires more labor, skilled staff, and efficient operations to prevent long wait times. Made-to-order sandwiches work best in high-traffic delis where customer demand supports the additional labor costs. Overall, retailers benefit most when they offer both programs in-store.”

The easiest, yet still successful, deli sandwich program is simply cross-merchandising ingredients in one display.

“Keep all sandwich components — meats, cheeses, toppings and breads — together in the deli space for easy grab-and-go convenience,” says Hormel’s Venenga. “A more modern approach is expanding visibility by promoting deli sandwiches in other key store areas, such as the bread and condiment aisles, to encourage cross-purchasing.

EVERYDAY MEAL & SEASONAL PROMOTION

According to Herring, Publix Super Markets offers a sub combo option with any custom sub or wrap. “Customers receive $1 off the price of the sandwich, with the choice of chips or soup and a drink.”
Introducing rotational or seasonal sandwiches can keep the section fresh and exciting for customers, encouraging them to explore and try new items.

“One great way to build excitement is by letting the deli team create a favorite sandwich and promote it as the ‘Pick of the Week,’” says Hormel’s Venenga.

Try interactive sampling stations, international-themed sandwich days, and seasonal promotions, recommends Toufayan. “Showcase fresh-made sandwiches with a build-your-own tasting station. Or rotate weekly sandwich features, for example, Mediterranean Monday with Pita Wraps and Flatbread Friday with flatbread sandwiches. Or introduce holiday-themed sandwiches or limited-time offerings, like a Pumpkin-Spiced Breakfast Flatbread in the fall.”

Finally, deli sandwich programs should be expanded to include catering. Publix, for example, provides a boxed meal solution with custom subs and options for side items and beverages that are great for larger group gatherings.