Vons Rolls Out Alternative to Fast Food for Busy Shoppers

Vons Cos., which rolls out new store concepts at a dizzying pace, has introduced a Deli Express where customers can buy breakfast, lunch or dinner to take out or eat at a counter in the store.

With the format, unveiled last week as a “walk-around island” in the company’s supermarket near the traffic circle in Long Beach, Vons hopes to go after the business of McDonald’s, Kentucky Fried Chicken, Winchell’s Donut House, El Pollo Loco, Wendy’s, 7-Eleven and other places geared to on-the-go customers.

In addition to such standard fare as hamburgers, sandwiches, nachos and pizza slices, the in-store shop is selling bagels, breakfast rolls, fresh fruit trays, salads, baked potatoes, kung pao chicken and chicken pot pies.

The new format grew out of the Express convenience store-within-a-store that Vons started last summer and now has in two stores. The idea was to combine in one spot several services normally found scattered throughout many upscale supermarkets.

“We want (Deli Express) to be a destination,” said Phil Hawkins, vice president of merchandising, who came up with both ideas.

Early results are encouraging, a Vons spokeswoman said. Over the weekend, Deli Express couldn’t keep some fast-selling items in stock.