Keith Loria
A look at how products are scoring with fans.
Supermarket deli departments are a hidden gem for tailgating enthusiasts, offering many delicious, ready-to-eat options that can elevate any pregame gathering. From savory platters of freshly sliced meats and artisanal cheeses to mouthwatering prepared salads and delectable finger foods, these departments provide convenient solutions for feeding hungry fans without the hassle of extensive meal prep.
Not only do deli departments boast the convenience of grab-and-go items, but they also cater to a variety of tastes and dietary preferences, ensuring that there’s something for everyone.
Lori Spencer, director of marketing for Hillsboro, OR-based Beaverton Foods, believes tailgate parties have become such a popular aspect of so many sporting events, that deli departments should offer products that cater to these casual, picnic-style events to beef up sales.
“A good tailgate party item is easy to use,” she says. “We’ve regarded sporting events as a great opportunity for our condiments. In fact, Beaver Brand was born out of our second-generation CEO Geno Biggi’s love for Oregon State University’s Beavers. It’s hard to say what percentage of our customers use our products at tailgate events, but we can say that our customers have responded very favorably to the squeeze bottle format for all occasions.”
The Hormel Gatherings brand has been a staple brand at Austin, MN-based Hormel Foods, and at tailgates, for years.
“When consumers are looking to entertain for any kind of occasion, they head to the deli,” says James Begley, brand manager for Hormel Gatherings. “Freshness, quality, and reliability are all characteristics that consumers associate with the deli department. We believe that less time spent in the kitchen preparing allows for more cheers, jeers, and memorable moments with family and friends. We take pride in being a leader in the deli department, to support not only tailgating, but entertaining occasions of all shapes and sizes.”
Tom Orlando, national sales director for Pittsburgh, PA-based Conroy Foods, notes tailgating and the deli department go hand-in-hand for a great meal event.
After all, the days of packing an affordable and quick meal before the game has evolved into a culinary affair for family and friends to get together, have friendly competitive cook-offs, and create tailgate masterpieces.
With that in mind, Conroy Foods has developed condiments to accompany, complement, and elevate these dishes.
“We have always kept up to date on food trends and what innovation styling will influence the next food, method of preparation, occasion or event and how we can best create products to complement them,” says Orlando. “When tailgating, you are looking for a convenient size and ease of application. Our products are shelf stable so they can sit out on the back of a tailgate or picnic table, and our bottles have a unique flip-top applicator so no need for another utensil to scoop or spread.”
For instance, Conroy Foods’ newest item, Beano’s Deli Nashville Hot Sandwich sauce, is a prime example of being in touch with the evolution of the segment. This sauce is versatile and has applications for so many sandwiches, dips and decorative sauce platings.
Carl H. Cappelli, senior vice president of sales and business development for Don’s Prepared Foods, Schwenksville, PA, notes the company provides retailers with ideal solutions for football season and tailgating events.
“Consumer wants are very strong on snacking, so dips and spreads are very popular for tailgating,” he says. “Both indulgent and celebratory, dips and cheese spreads are communal, and help to bring people together to make memories.”
WINNING TASTES
Tailgating has evolved from small charcoal grills serving burgers and hot dogs to full-blown culinary experiences. These culinary experiences can include high-end steak cuts, charcuterie boards or fanciful drinks/cocktails.
Begley notes Hormel Gatherings’ convenient, reliable and quality offerings of pre-cut meat, cheese and crackers have helped consumers spend less time prepping and more time together.
“This perfect mix of fan-favorite flavors and time-saving quality make it a staple at tailgates, home-gates and all entertaining occasions,” he says. “Hormel Foods has positioned its portfolio to meet all of these occasions with a diverse selection of incredible brands. The diversity of our portfolio allows us to meet consumer entertaining needs of all kinds.”
To create a sense of excitement before any big game, the food that is brought to the tailgate needs to wow, and many of these can be found in the deli department.
“Whether your tailgate event is featuring turkey sandwiches (Beano’s Cranberry Honey Mustard) or chicken (New Beano’s Nashville Hot Sandwich sauce) or any other sandwich (Beano’s Submarine Dressing or Deli Mustard) to roast beef (Beano’s Horseradish Sauce), we have the sauce to accompany your culinary creation,” says Orlando. “The basic staple of condiments like our best-selling Deli Mustard, Horseradish Sauce and our No. 1 selling Original Submarine Dressing are some of our best products that have stood the test of time.”
Birdie’s Pimento Cheese, based in South Hill, VA, offers different flavors of pimento cheese that draws many tailgating fans.
“One of the things that sets us apart is we have five year-round flavors, and then we rotate in seasonal flavors,” says Robin Allen, president of the company. “A lot of time with tailgating, people are eating chili or hamburgers and hotdogs, and our pimento cheese goes great on these items, plus for crackers. People are also adding our flavors to chicken salad sandwiches.”
Beaverton Foods’ top-selling mustard across the country is Inglehoffer Stone Ground Mustard, which is perfect for grilling at tailgate parties.
“A newer product in our line is Beaver Brand Jalapeño Mustard, which has a little kick and works really well on sandwiches, burgers and hot dogs,” says Spencer. “This year, we are rolling out three new products, including a Pepper Mustard that will be right at home in a tailgate spread.”
Don’s Prepared Foods recently released four new high-quality salads that are proving to be a big hit at tailgates.
“There is no limit to tailgating creativity, especially when using Don’s Gourmet Dips and Cheese Spreads,” says Cappelli.
MERCHANDISING ADVICE
To grasp the importance of merchandising, Conroy Foods’ Orlando says both the retailer and supplier need to work together on mutual goals and objectives for their categories. One example would be to provide simple, creative, and quite possibly, unique pairings of products to fit consumer demand.
“With sports, and in particular football, being such a huge draw, the merchandising is almost effortless when it comes to pairing items that work for the event,” he says. “From deli meats to charcuterie boards, our innovative sauces are a natural fit. The deli has always worked well for us, and our condiments are such a natural item to pair with their lunchmeat and other deli item purchases.”
Ensuring that items are on display and easy to find is the best way to merchandise for occasions.
“Limited-time offerings that showcase football-themed labels, for example, are also a surefire way to draw more consumer attention,” says Begley. “Our Hormel Gatherings Tailgate Party Tray is a perfect example, an item that is sure to be a hit at any football shindig this season.”
CREATING A DESTINATION
Bundling common tailgate items into one shoppable space, while difficult to execute for suppliers and retailers, creates destinations for consumers inside the store. These destinations provide ample opportunity for a multitude of brands to showcase their tailgating offerings and recipe options.
Thankfully, many of the great tailgating food products found in the deli can be cross-merchandised with products throughout the store to improve sales.
“To capture the expanded taste profile of the tailgating consumer, we have products that complement the foods usually associated with a tailgate get-together,” says Orlando. “For example, we have a Jalapeno Mustard and All-American Sandwich Spread to pair with your hot dogs and burgers. Our new item ‘Beano’s Nashville Hot Sandwich Sauce’ has many versatile applications, from wings, burgers, tacos or chicken to a pizza topping or marinade.”
Beaverton Foods’ Spencer agrees that bundling complementary products, like hot dog buns and condiments in the deli section, is an easy way for customers to visualize their tailgate spread.
“Changing these bundles regularly, according to big games, is a fun way to stay engaged with local teams and fans,” she says.
Conroy Foods developed a Deli Condiment Shipper Program, and since space is always an issue, designed the shipper footprint to a 14-by-20-inch base that holds four cases of product.
“The shipper program features seasonal display cards to customize and capture the deli or seasonal theme that the retailer is targeting,” says Orlando. “We have six header cards depicting seasonal themes and all of these headers are interchangeable on the shipper base. For example, our football theme, ‘Beano’s Deli Condiments Have All The Right Moves For Your Tailgate Party’ allows the consumer to pick up a bottle of each of the four choices for their tailgate purchase in the deli.”
With an emphasis on quality, flavor, and variety, it’s no surprise that deli departments are becoming the go-to destination for tailgating essentials that can enhance the spirit of camaraderie and celebration found in every game-day experience.
