Bil Mar Foods Introduces Sara Lee Sandwich Shoppe Awnings

A series of modular awning sets designed to symbolize the Sara Lee brand of premium deli meats continue to be placed by Bil Mar Foods of Zeeland, Mich., the sandwich shop division of the Sara Lee Corp. Targeted for placement in the company's line of Sara Lee Sandwich Shoppes, a licensed concept of upscale sandwich eateries scattered across the country, the awnings were created to promote fresh sandwiches made of premium deli meats.John Flood, director of branded concept development for Bil Mar Foods, says, "The awnings are beacons that help draw consumers to our high-quality sandwich shops, just as the golden arches draw consumers to McDonald's."The red, white and black screenprinted awnings, backlit with fluorescent lighting, are available in an 8-foot standard length, which includes a 4-foot center module featuring the Sara Lee Sandwich Shoppe logo. One- and 2-foot- wide extensions measuring 18 inches high by 18 inches deep lengthen the awning at larger sandwich shops, as do the 45-degree and 90-degree corner modules. The 4-foot center module measures 25 inches high, including a 7-inch- high ribbon, and is 21 inches deep.Franchisees can purchase the 8-foot standard awning for $1,029, the 4-foot logo awning for $674 and the 1-foot, 2- foot or 45-degree modules for under $300. The 90-degree module sells for $598. The modules attach with a Z- bracket and are easy to install. Some electrical hardwiring is required.The 70 awning sets currently in place are primarily in grocery stores, gasoline/convenience marts, department stores, college campuses and convention centers. Up to 100 additional awnings will be placed by the end of 1996, according to Flood. Only those Sara Lee Sandwich Shoppes in locations that can accommodate an awning as a focal point for the shop are outfitted with the modules.Sara Lee's premium deli meats were introduced in 1991, with the sandwich shops introduced as an offshoot during 1992. Singular placement of the awnings began last year.

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