Just One Please! Or, Maybe Two!
We need an old world village mentality
This story is directed at the culinary marketing world: Families of one or two are also important!
The joy of grocery shopping: Jules Lambiotte, my grandfather, would spend most of every Saturday traveling around town (Clarksburg, West Virginia) looking for the best quality and culinary deals available. There was cheese and bread from North View (neighborhood), meat and fish from the Sanitary Meat Market on 4th Street, fresh fruit, vegetables, and sausage from the 'original' Bluebird on 3rd Street. It was like he was back in his small town of Jumet, Belgium - the butcher shop, bakery, fruit and vegetable stand, cheese and sausage from the neighborhood family store. His purchases were simple: two pork chops, perhaps a fresh rabbit, two or three Italian or French rolls, a wedge of sharp cheddar, two leek, a few white asparagus, and a nice bottle of wine. He was shopping for two. Not a family with 2.5 children.
By the time my father took over his own shopping and cooking responsibilities, the small neighborhood and small specialty shops were gone. In came the large grocery stores: Farm Fresh, A & P, and Kroger's. I remember them looking similar to these:
(johnstownhistory.blogspot) (newraleigh.com) (onlyinyourstate.com)
It became harder and harder to purchase two sandwich rolls, a wedge of cheese, two fish filet, two steaks, and half a fresh rabbit. By the time I assumed the role previously held by my father and grandfather, packaging and marketing had drastically changed. Packaging had expanded. Steaks became a three and four-pack. Sub or 'hoagie' buns were packaged in convenient 6-packs for the larger families. The individual pork chop or chicken beast became a family pack. Buying for one or a family became difficult. The marketeers were forcing people to buy more than they really needed to get what they wanted. I understand their marketing strategy - I just disapprove.
True, many higher-end grocery stores offer a 'one' selection option, but the consumer (usually) pays higher prices for this convenience.
In our family, there is just Sandra and me. I like to buy small quantities and freeze little. I love a juicy grilled steak. But, I do not want to buy three or four...or one at a higher than average price.
For us, Friday night is 'Crash & Burn.' I like to make specialty pizzas with atypical toppings with a red or white sauce, or a couple steak hoagies. For the record, a hoagie in North Central West Virginia is like a Philly Cheese Steak, except it is usually made with mozzarella cheese and sometimes Italian peppers in sauce. However, when I go to the grocery stores or the local Italian bakeries, all I see are buns in 6-packs, pizza shells in 2 or three packs. All I want is two buns and/or one shell. I prefer not to freeze Italian bread, because thawing tends to effect the flavor and texture, regardless what others say.
When I want a steak, and I usually want a steak, I want one real thick and marbled and one a bit leaner and medium - sized for Sandra. Finding these differences in a 3 or 4-pack is impossible. I am not buying bread or steaks for a family of 6 or more. I am buying for two. Only two!
And this brings me to the point of this whole story. Large cities have ethnic areas which provide specialty shops: the fish market, bakery, butcher shop, and more...at reasonable prices. Small towns like mine could do the same, if they choose. I have asked my bakeries if they would sell just one or two. The answer is "No. Sorry." All it takes is one shop to embrace the old world village mentality of offering 'just one or maybe two." I would be a regular customer of the bakery which would sell me one pizza shell. Or maybe two hoagie buns. I do not want six, just two. And, I am convinced, based on conversations with friends at local gatherings, I am not alone.
Consider this: There are definite marketing trends (businesses moving in a particular direction over time) in my town . Most of the ethnic restaurants close on the same days. Bakeries are closed on the same days. Many hair salons and barber shops are closed on the dame days and perhaps there are more examples, but these immediately come to mind.
To my Italian bakeries: Isn't there one who could see the value of breaking away from the norm or trend. Surly, I am not the only small family who wants just one pizza shell or two hoagie buns. Advertise. Embracing change can be profitable. The same could be true for the meat departments in our larger grocery chains: sell me one pork chop, one steak, one filet, or one chicken breast at a reasonable price, not a premium price.
A few years ago, Sandra and I spent several days on the French side of the island of St Martin. For a short period of time, I felt my grandfather was guiding us. We ventured into the village. We went to a local bakery and picked a fresh baguette from the barrel by the counter - still warm. Down the street, we went into a small family-owned store and purchased a wedge of cheese and a thick slice of pate de foie. Across the narrow street, we walked into a tiny wine shop that also sold fresh fruit. We picked out a wonderful Bordeaux and two beautiful apples. This was dinner. Before we left , we enjoyed two glasses of wine and individual slices of Chaource cheese at one of their sidewalk tables. In every shop, we were greeted with a smile.
My hometown , which has a rich ethnic heritage, would be a wonderful place to re-create this old world intimacy. What we need is for one or two visionaries willing to breakaway from the pack. Buck the trends and grasp the up-tapped market of those, like me, who are interested in a single pizza shell, or just two hoagie buns, or... a glass of wine at a sidewalk table. You would have a faithful and life-time customer.
Just be willing to sell me "Just one. Or maybe two."
And that's the way I see it.
Until next time, Salute!
Michael