jerky, hot sauce, protein
bars, batteries and razor blades all made the cut
for New York's Westside Market "Man Isle."
PHOTO: WEST SIDE MARKET
Cereal, beer, Doritos, beef
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Cereal, beer, Doritos, beef jerky, hot
sauce, protein bars, batteries and razor blades
all made the cut. The Man Isle got so much
publicity the concept was immediately rolled
out at Westside's three locations in the city.
Joskowitz has noticed that men and
women have different shopping habits. "Men
will not ask where something is," he says. "It's
like driving directions. We have to walk up to
them and ask, 'Can I help you?' You can see
it on their faces, that lost look. Women will
come in with a list; men will not."
Has it helped business? "It's hard to
tell," Joskowitz says. "We get 6,000 to 8,000
customers a day, but it's obvious that some
people are coming in for the novelty of it."
When asked if it has evolved over time,
Joskowitz replies, "It hasn't," adding, "It's
identical to the first week, except for maybe
adding Slim Jim's."
What about a Women's Isle? "I have a
stock answer," Joskowitz says. "The entirety
of the rest of the store is geared toward
women. The guys have this little, tiny section. The women say, 'Oh, all right.'"
While Murray's and Westside Market
have had success with their respective
marketing efforts, other experts are still
not sure it's an approach that will succeed
in every market. Nevada State's Sharp says
some food companies got the idea that
focusing on gender roles was a great quick
marketing ploy. But it ultimately comes
down to the quality of the food. "If you have
a product that is not compelling, no amount
of this-is-not-a-girl-food will work," she
advises. "It might be funny to buy it once,"
she adds, but to be successful, a product
needs to make people want to buy it again
and again. |SFM|
©2011 Primera Technology, Inc. Primera is a registered trademark of Primera Technology, Inc. All data and company names used in sample outputs are fictitious.
Julie Besonen is the food editor for Paper
magazine and restaurant columnist for nycgo.com.
28 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com
