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Newk’s Eatery steals a dinner booster from supermarkets

Newk’s Eatery

The Newk’s Eatery fast-casual chain is raiding supermarkets’ turf with a new line of large-batch takeout meals that are intended to serve as the basis of a family’s at-home dinner.

Patterned after the fresh-food selections in grocery stores, the Express Market options include family-sized portions of grilled proteins and sides that can be used to build a meal, either on their own or combined with items from the buyer’s own kitchen, such as a salad or pasta. The selection is intended to boost Newk’s dinner sales.

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The proteins include two dozen broiled shrimp, a pound of sliced grilled tenderloin steak, two chargrilled salmon steaks and a pound of grilled and sliced chicken.

For grab-and-go customers, salads, soups, take-and-bake pizza, salad dressings, cake slices and a chicken salad in 8-, 16- and 32-ounce servings are showcased in retail coolers.

“Guests coming in for lunch also want high-quality dinners at home, so we’re making it easy for them pick up the center of the plate for dinner by offering premium flame-grilled proteins ready to take home,” Stewart Slocum, Newk’s CMO, said in a statement. “Guests can add pasta, salad or sides for an easy meal at home.”

Newk’s quietly introduced the Express Market selections in 49 stores in June. The other 120 stores in the chain will add the line by September, according to the company.

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