JJ targets impulse shoppers with fresh meat and poultry counter

JJ Food Service has opened a state-of-the-art fresh meat and poultry counter at its Enfield branch to capitalise on impulse sales.  

At the end of last year, the business launched fresh lamb, beef and pork ranges, including locally-sourced, Protected Geographical Indication (PGI) and Red-Tractor approved products. More recently, the offer was developed with the introduction of smaller pack sizes to support independent outlets.

Chief products officer Ali Guvemli said: “We’ve invested heavily in highlighting our fresh meat and poultry offer to customers. The result has been positive. Combined with the recent launch of our new smaller pack sizes, the counter has encouraged customers to trial our fresh meats range.”

In addition to fresh lines, the new counter features freezer cabinets which highlight a range of frozen meat options. The business has also invested in highlighting its newly-expanded frozen fish and seafood ranges with new state-of-the art chiller and freezer cabinets in the main customer ordering area.

“Bringing products out from the warehouse and into our new meat and poultry counter, and customer ordering area, has helped us to create a new level of theatre at the branch, while highlighting key lines to customers”, said Guvemli. “Customers can also pay at the new counter, helping to speed up service.”

The counter also features specially trained staff and digital signage highlighting category-specific promotions.

Pictured:  Ediz Osman, sales supervisor, JJ Food Service Enfield

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