Indianapolis Times, Indianapolis, Marion County, 1 October 1951 — Page 17
. that we present the widest pos
MONDAY, OCT. 1, 1051
THE INDIANAPOLIS TIMES : . /
| (Merchandising Democracy’ = rohecdcon
1 Is What Kroger’
The Kroger company operates as a “merchandising de--: mocracy” in the words of Pres. Joseph Hall, and this
principle’s: strongest advocate is Kroger Indianapolis Branch Manager Carl "J. Reith, Mr. Reith calls a meeting each Monday of his merchandising staff to determine which items have the “yote” of Kroger customers. At this meeting, the saies of various food items are reviewed and new items are presented for “consideration. When: new items are “elected” to Kroger store shelves, other items are dropped fromthe line “This is not only important to us as good merchants,” says Mr. Reith, “but it is also important action on the basis ‘of customer sible variety of quality items to ing manager Mel Hack, produce our customers so that the now famed “one stop shopping” of the modern super market comes close to reality. Even with our mam-/ moth sized storés, we stu! cannot stock every food item available, nor do we want to! “Our aim is to keép the stores stocked with items in the size and package which assures steady movement, fresher product, and more satisfied customers.” ; Pick New Pack “Take our new Cottage Cheese
carton similar to our
milk container,
the rigid food foundation, colors.
requirements
with flying
factory.
Profit for Hoosier Farm
Eat 24 “ELAS
"MEETING OF THE BOARD—Local Kroger executives meet every Nanda morning to plan |
manager Carl J. Reith; meat buyer George Reis, meat merchandising manager- Bill Robinson and | grocery merchandising manager Jim Hatch. |
continued, “we were offering Mrs. day low price. Smith a top value in a pure-pack hoard reviewed the problem, Kroger on the recommendation of the the ‘cheese was merchandising board, the best obtainable. It has passed cided a new of our answer.
in purchasing the equipment, de“Yet, the sales were not satis- signing the new container ang the We knew the quality other costs that go hand in glove of the product was excellent and with such a project, carton as an example,” Mr, Reith it was a bargain buy at our every- was made over a period of six
v
Station Plans
From New Store
S Call It
x “x
" ‘Miss Carr
preference trends. Here (left to right) are produce merchandisbuyer Ralph Middleton, grocery buyer John Commins, branch
The merchandising
weeks, Mrs. Smith cast a_unani-| and
mous vote for the product, in the! new container and sales have been | soaring on: Kroger Creamed Cottage Cheese ever .since.’ “That is why we live and! work by the “Merchandising # Democracy” creed. It not only|§ makes Mrs. Smith a happier, more] satisfied customer, but a better one. : “I s good business!”
Tenderay ie |
it was de-
package was , the
“Because of the terrific expense
a test run Pat Moster, R. R. 6, Rushville, {received the 3d Annual Kroger {Trophy awarded to the shower {of the Grand Champion Steer at |the Southeastern Indiana Fat Steer Show and sale in Rushville Sept. 15. Meat merchandiser Bill.
ers
= {The Kroger —€o. EC aaa dint O70 YS EIT SE a “ractivities Tn this JI9-state area in
i
BUYING POTATOES—Produce buyer Ralph Middleton (left) and produce merchandising manager Mel Hack look over an offering of Indiana potatoes.
Carload after carload of appfoximately 4300 carloads of Little Rock, Ark.; Madison, Wis.; process, while the sterilamps pre- Tanager inal on Indiar . duce is Indiana grown produces in 1950. and Nashville, Tenn.; depend upon vent spoilage. Nothing is added acon =n u nen jnshal a. liana grown produce * Potatoes alone accounted for well WESCO, the Company's subsidiary to make the meat tender, and the . xp:alned ne sar cone
purchased by the Kroger Company for use in their branches scattered over 19 states, according to Mel Hack, Indianapolis branch produce merchandiser. Mr. Hack and the branch produce buyer, Ralph Middleton, estimate that the company bought
How ‘Mrs. Smith’ Ng Traffic Jam
n Kro oger Store
Elects Her Brand Cal To Kroger Shelf
over 600 carloads last year. This one item realized Indiana growers $421,400. Ft. Wayne, Chicago, Peoria, Toledo and many other branches of the Kroger .Company buy direct from the local farms, as does the Indianapolis Branch. More distant branches such as
lane as manager of
check
store.”
new Kroger food department store at 3102 Southeastern Ave More than $20,000 has.been spent to provide two ‘batteries of three
The wide variety of national electrically operated conveyor brands offered at the new Kroger type check-out stands. store at 3102 Southeastern Ave. is Tests indicate that the new the result of vears of careful study system will prove to be up to
of customer preference, according three times as fast as the con-
to Carl J. Reith, Indianapolis ventional method of tabulating branch manager. Every.time a and sacking food purchases. shopper selects a food item. she As the ‘customer apprpaches
is casting a “vote” for her favor- the check lane. a sorter places ite brand, he said. all items .on the stand, price Each customer in today’s self- marks up. The checker operates service can and does exercise the a foot treadle which moves the privilege of personal selection, foods to her finger tips over continued Mr. Reith. This de- the electrically operated contermines what brands will be Veyor belt. As each item is rung stocked by the store—what “can-|up on the. register, a sacker
didates” will be. “elected” by thé places it in a bag. “votes” of Mrs. Smith, the aver-| By the time a purchase is comage customer. | pleted, a carry-out boy stands Kroger President Joseph B, ready with the packages. Hall has described this process of brand selection as a “merchandising decomcracy.” Says Mr. Hall, roger pa ures “Our public, the customer, votes every day. Every brand is a candidate. And it is e-lected by| Famil Ma azine being se-lected. The winning | brand is the brand with the most customer choices. And we d not | Kroger's edition of the Sepstuff any ballot boxes. Our/cash tember Family Circle magazine registers are guaranteed to give will go on sale in stores this an honest count.” week. The magazine was put on Kroger calls its policy of carry-isale in Kroger stores over a year 4ng the items and brands pre-{ago as an added customer service. | ferred by most customers “The!James H. Hatch, grocery mer-! People's Choice.” As long as chandiser, reports the magazine Mrs. Smith puts nationally ad- has had wonderful customer acvertised brands at the top of her ceptance, shopping list, those are. the | Selling for 5 cents, the features brands that will be featured in of the magazine have proved very Kroger stores. spopular with Indianapolis homeThis does not mean that other makers. Fast-moving - and robrands are not stocked in the 'mantic fiction, .travel stories, 2000 Kroger stores in 19 middle- fashions and needlework, tips on western and southern states. how to raise children, and sevOften a relatively unknown brand eral home-making departments] “will present such a good value to comprise its contents. Mrs. Smith that she will. become] Editors of the various sections a repeat customer for that brand. are acknowledged experts in their| The most important considera- fields. They are Lucille Marsh tion, according to Kroger repre- Murray, Your Children and You;| sentatives, is to give shoppers Jean Allen, home-making editor; | a dependable item, one that is a|Julla Lee Wright, food editor; | value both in the store and in|Jessie Bakker, home-making
the home. equipment; Gladys Miller, home| : decoration, and Kathryn Day, & : - o fi hi K. Full Flavored ashions and needlewor :
Kroger's new Southeastern Ave, | . ators will offer helps to menu va- Mang gers 4 © #ety and flavor freshness through! One out of seven of Kroger's - their complete frosted foods sec 26,000-employees is a ember of «tion. Quick-frozen at the peak 'management—which means . that
: of their quality, focda retain "tei has nearly 4000 men and 1, JE UI) igor, Zi WORN Mb Sopervisory Jobs. - 7 xy = ae > “i 3 : od
ing office in Chicago, to secure sterile. neat is h 4 Ss Lota grown os for them. pr THe Iie I : 3 nine jh Thee Sbtainghie and we hope, some day : I { - processing rooms Ior IWO L0it; have them throughout the city.” Among the many items pur-three days, and in this short, mpe air conditioners work 12
berries, peaches and score upon 30 days under the older ‘proc-, throughout the store. Just warm score of - miscellaneous garden °° of aging in cold storage. enough during winter months,| items such as tomatoes. The first Tenderay plant was just cool enough during the sum-| a _ opened by the Kroger Company mer. |B Dairy Produtic ln glevelani in 1939, shortly after, The aitwbuniiiones stores are § st . patent on any ten- jpcated at 1440 W. 16th St., 2030 . Seli-service - dairv ‘ cases derizing method was granted. WwW. Ww ashington St., 4¢8 N. East stocked with milk, butter, mar- ~ St.. 1201 Prospect St. and the garine ‘and prepackaged cheeses Three Kroger Stores new store 3120 Southeastern Ave. add ‘vet another aid to home- , : her makers in the weekly shopping Now Open Sundays Recipe Offer 3 5) The opening of the Kroger . fean Allen, Kroger Food Foun- . Store at 3320 Southeastern Ave. dation home. economist, has -pre-For-Poultry brings to three. the number of pared a special booklet to delight “Anything from a ‘chicken leg Kroger -Stores open. Sundays in the heart of every bride. It conto a turkey” is available at the Indianapolis. - West Siders may tains recipes and menus and new new Southeastérn Ave. store's visit the store logated at 1440 W. ideas on how and what to serve poultry counter. Prepackaged and 16th St. The Prospect St. market at the home reception. “Justi completely prepared for cooking, will be open as well as the new write Jean Allen, Kroger Food individual parts as well as whole store. Sunday hours are from Foundation, 1212 State Ave, birds will be offered. 9a. m to6p’n Cincinnati 4, Ohio.
“Kroger's Tenterdy: f= one of the greatest contributions to the meat industry since the invention BR of mechanical refrigeration.” said a noted scientist who studied the (process: for tenderizing beef.
Mr. Carnegie Paula Carr, who regularly entertains thousands of early morning listeners on WIRE's “Break- % fast With. Paula” show (8:45 to} Tenderay was developed by the 9 a. m.) will team up with ace
Kroger Food foundation in co- Sportscaster Tom Carnegie tooperation with an internationally morrow to air “on the spot” comknown research laboratory in ments of Kroger Opening Day
Pittsburgh. and Westinghouse customers at the new store. clectric and Manufacturing Com-;, The program will be broadcast pany. by remote control from the new
Tenderay beef wil be featured Store. 3120 Southeastern Ave. at 1 30 p. m. i
in the new Kroger store. The new tenderization process v
“merely streamlines nature’s own slow aging method, explained Ir on onditioned George Garnatz, director of the Kroger Food. Foundation. Beef of higher grades is- held in sealed rooms in which hum idity, temper- opping om 0 ature, air velocitv-and air ster,ilization are carefully controlled. At relatively high temperature In Newest Stores and humidity, the natural enzymes in meat act to tenderize the tough connective tissues, while Air ultra violet lamps keep the round
vearSmith
conditioning - does a.
ray job of Keeping Mrs.
% air free from bacteria and mold comfortable during her shopping #7" spores hours at the .five newest. most The temperature and the hu- modern Kroger stores in Indianmidity are automatically con- Polis.
trolled to hasten the tenderizing Jim Collier, Kroger real estate
dition units we have installed in
fresh these newer stores are the best
ruits and Vegetables buy- lamps serve only to keep the air
period attains a degree of tender-
chased here by the company “are : ness equal to that obtained in
apples, onions, watermelon, straw-
months a year to provide even 20 temperature and humidity
to
are the desires and
“Meat cutting methods results requests in so far {Company is ing to Meat { Robinson. New methods packaging are constantly being developed by the Kroger Company. and tested for customer acceptance, according to Robinson. | Market tests have shown that |consumer preference in hams, for example, is in the purchase of {full halves with no center slices {removed. This gives to‘the buyer {choice center cuts which would {ordinarily retail up to 40 cents a {pound higher. The company is able to do this, and still main(tain attractive retails, because of = _ Breatly inc reased = volume
of consumer as the Kroger concerned,” 'accordMerchandiser Bill
of cutting and
When «Mrs. Smith parks her car in the spacious 150-
olis’ newest Food Dept. Store, {she will have taken her first steps
{Yfetime . . . her first visit to the new “Kroger Super Market at 3120 Southeastern Ave, Inside the beautiful glazed {brick structure, she'll find con|veniences such as magic carpet |gates that swing wide to present jan unending row of self service \gleaming white Frozen Food cases filled to the brim with ome of {the most complete selections in Itown.
- Refrigerated: Produc .
THROUGH THE YEARS—Kroger has dia sresied the importance of speed i in getting merchandise to his* customers. Back when Kroger was &'single store on Pearl Street in Cincinnati, O { a horse ‘and wagon (upper left) was the best available transportation. Later Kroger adopted the Model T. Ford, (upper right). When tractor-trailer units were introduced, (lower left), Kroger was
ay
one of the first to use them. Kroger has often used airplanes for shipments of highly perishable “merchandise flower right). Today, almost all of the food company's merchandise i is hauled i in the latest |
her right, ' type tractor-trailer nity ‘shown’in he center, ing
" : Seis : fee hg : Gar ria ; ; .
car parking lot at Indianap-
{toward the shopping thrill of a|
»
ok -
4-H Sale has a Kroger representative attending to buy selected calves for resale in.Kroger Stores after the carcass has been processed and put through the Kro-
ger Tenderay method of making
beef tender without aging. This is
PA GE 17
Kroger Honors a Grand Champion
CHAMPION—Bill Robinson (right) presents the trophy that indicates this steer has won a grand champion award for his owner, Pat Moster, at the Southeastern Indiana Fat Steer Show, Rushville.
Rushville including the Reserve Grand Champion of Bobby Herald
Champion of Bobby Herald,
Ar-
sington.
Permanent possession of another
Kroger Award, The Hoosier Lamb Show Trophy was won this year by Hancock County.” Mr: E.
C. is—an-active and use pf Westinghouse steri- ceived the trophy on behalf of his.
ER SE TS NA AS PI PRN EW Mi rte TR pan A Ac HGR A Tne
Chatham, County Agent, re-
Mr. Robinson purchased seven a row, had the gfeatest repres
He'll Slice Meat for You As You Like If It
{Which it Operates. Every major cattle for the Kroger Co. at Rushi- sentation.
i EEN
this merchandising procedure has built up. + The same principle applied to the sale. of pors loins in Kroger Stores and with the same sales results. Customers may now buy full loin or rib halves of pork loins which con-
tain all the choice center slices Crosley
ordinarily selling at a prémium price, at retails no higher than formerly charged for the bonier
‘end roasts.
“Customer service and satisfaction are the prime considerations of the meat advisory department,’ said Robinson. “Stand-
ard cutting methods for .every Kind. of meat are now in use throughout the company stores. And - there's never an extra
charge for special cuts or slicing in a Kroger Store.’ :
thing "in retrigerated cages, But that's just a hint of the many wonderful conveniences
at Kroger more pleasant.
EXPERT—Meat department Trainer Nirman W atkins llustrates a point in consumer preference, Market tests have proven that consumers prefer whole half hams and whole half pork loins. The savings to the buyer is in receiving all the choice center slices at a price much less than if purchased separately.
ha 5 bee Y7 = Inéh Tv Is
Weekly Prize
Three beautiful new TV will be given away—one each week—at the new
Kroger Store beginning Tuesday,
sets
Oct.. 9th. To be eligible to win one of these $259 TV sets, all hopefuls must register at the 3120 Séuthedstern St. store. You may register as often as you. wish, Registrations for the new Foxworthy Tudor Ford will be accepted at all Kroger Stores in
Marion County
A Treat for Mrs. Smith Inside Kroger Door
produce Shop, long established as one of
Indianapolis’ finest bakeries. ‘Famous Brands In the rear of/the store Mrs,
[that will make her shopping hours Smith won't be able to miss the
outstanding variety of choice
As she walks through the com- Tenderay Beef and the many,
pletely air conditioned store, the
new specially designed islands and shop”
many other famous names offered from a sparkling white
self-serve meat case tha!
wall shelving’ aid the ease and covers the width of the store. If
speed of her shopping.
Mer-/gshe desires a special cut of meat,
chandise is. easier to find—easier g)] she need do is ask the attend
to reach because=Xro ‘have designed the c vide a minimum of stooping and stretching:
The variety of food
|
selection built for Mrs. Smith. in the new store should please Mrs. survey upon survey,
er engineers ant-.an experienced Kroger meat es, to pro-!cytter will give her just what she
‘wants—at everyday low prices. This magnificent new store -is {‘onsumer year after
Smith; as {tems will be stocked year. of extensive research —de-
, in the mapy different departments cided the final plan. . It's deShe'll find neat, easy to reach including a new epicurean foods signed for more comfort-—con-jtables, heaped high With health- bar, an outstanding canned foods, venience and pust plain gatatle. giving fresh, vegetaljes -and on section and the complete variety(tion fof the lady that helped sirétching almost the'of fresh baked foods, provided the Kroger Co. what it Is.
length of the store, 8 latest by the De Luxe LE Smith, ahd Tr
17-inch
Br ora
See YR
>
easy to ;