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Original Articles

Marketing Meal Solutions

Pages 63-71 | Published online: 08 Sep 2008
 

Abstract

To regain sales lost to restaurants, many supermarkets developed meal solution programs. Inadequate marketing planning and execution contributed to the disappointing performance of many of these prepared food initiatives. Trends suggest that prepared food will continue to be a growth area and more restaurants are providing takeout and delivery services. By following sound marketing principles, supermarkets may be able to compete with both existing and emerging food-service meal solution concepts.

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