A rollout to all 82 locations is expected to be completed by the end of this month, following initial testing early this summer in three SuperTargets in the Denver, Minneapolis and Dallas markets. The products will also be carried in 12 additional SuperTargets scheduled to open this October. With the SuperTarget format, the nationwide retailer combines its upscale discount department store concept with a full-line grocery store under a single roof.
"We are pleased that Target, one of the nation's most successful retailers, selected Einstein Bros as the bagel of choice for its in-store bakeries," commented Anthony Wedo, New World chairman and CEO. "The SuperTarget program is an extension of our efforts to present the Einstein Bros brand to more consumers through a variety of distribution alternatives, including licensed units on college campuses, and in airports and hospitals. Exposing consumers in these high-traffic locations to a select offering helps to build demand for the complete quick casual offering found in our traditional Einstein Bros locations."
Under the program, SuperTarget's in-store bakeries will freshly bake daily approximately 12 varieties of Einstein Bros bagels and display them in self-serve cases. Shoppers will place their selections in Einstein Bros branded bags. A nearby cooler will offer a selected variety of Einstein Bros cream cheeses.
"In the test stores, sales of the branded Einstein Bros bagels were significantly higher than those for the bagels the stores previously carried," said Greg Powell, vice president-franchising and business development at New World's Einstein/Noah subsidiary. "Those sales gains are directly attributable to the power of the Einstein Bros brand and the quality of our products, since neither advertising nor promotional programs have yet to occur."