Large U.S. grocery chain Publix is looking to grow fish sales during the holiday season via its special order program.
Lakeland, Florida-based Publix Super Markets, which operates more than 1,200 stores, began offering its “Reel Variety” program in 2015. Through Reel Variety, shoppers can order up to 80 different varieties of fresh (never frozen) fish, and typically receive the order within two days.
"Reel Variety was launched as a way to communicate with our customers that we can source nearly any seafood item they are looking for,” Maria Brous, director of media and community relations for Publix, told SeafoodSource.
Customers can view the expansive special order list on Publix’s website, and find out whether the species is in season, and what type of cuts are available (fillets, steaks or select cuts).
In addition to fish, shrimp, clams, crawfish, lobster, mussels, and several other shellfish varieties are offered.
During the holiday season, Publix is reminding customers about the program via email marketing and in-store signage. “Order any fish in season,” a recent email from the grocer stated.
“The program continues to do well as customers become more aware, try different varieties, share their experiences and we advertise more in-store,” Brous said.
Publix wants to make consumers aware of species they don’t see in the fresh seafood case because, “while seafood is widely substitutable across species, most customers are not aware of this fact. In addition, most tend to stick to the item list on the recipe,” Brous said.
In addition, “If they see a story on barramundi or see a TV chef cooking arapaima and they come into the store and it is not in the case, they simply walk away,” Brous said. “With Reel Variety, we basically say, ‘If you don’t see it, ask us. We can get it for you.’”
