After slow start, ready-to-cook business looks promising

October probably wasn't a good time to open a retail store. But Palatine-based Entrees By You opened its retail location in the downtown Chicago Ogilvie Transportation Center, where harried commuters presumably would walk in and take home ready-to-cook meals, on October 21 - about the time suddenly frightened consumers began hoarding their dollars.

The good news is that, after a slow start, the Entrees By You store has met its sales goal each month this year.

Progress has not been easy, however, and the business is not yet profitable. Still, "We know there's a need and a market," says Julie Mueller, co-owner with sister Amy Olson and mother Judith Mueller of Entrees By You. "We think this is going to work."

She may be right. Or the third time simply could be the charm. Entrees By You was launched in November 2005 as a meals preparation kitchen; tweaked in December 2006 when the family discovered consumers were more interested in ordering online and picking up than in preparing meals at Entrees By You; and now morphed into a retail-focused source of cook-at-home meals.

"It was really hard in October," Mueller says. "We hired four employees because we thought we'd be swamped, (then) we had cash flow issues (when customers didn't materialize).

"We couldn't get press coverage, because the media were super consumed with the election and then with Christmas."

On top of that, "Consumers weren't ready for a new idea. We needed to educate them, show them we weren't a Burger King. We (still) take people into the store and show them the food."

Grass roots marketing has made the difference, Mueller says. "We've marketed with the Caribou Coffee (in the station); visited every HR office in the building to offer tastings; held tastings at (nearby) Presidential Towers; handed out flyers; and marketed with a nearby wine store," she recounts.

A digital billboard at the top of the escalator that leads to outbound trains asks commuters "What's for dinner?". A chalkboard outside the store lists specials.

The addition of brand names popular with suburban commuters helps. Breads and desserts from Labriola Baking Co. in Alsip; soups and a favorite cheese garlic spread from Cugino's Gourmet Foods, Inc., Crystal Lake; and vegetarian options from Arlington Heights' Mindful Meals, Inc., have been added. Frozen selections from the Entrees By You kitchen in Palatine will come next week.

There also has been consulting help from Bonnie Richter, executive director of the Illinois Small Business Development Center at Harper College, Palatine. "We meet with her twice a month" to discuss cash flow plans and marketing ideas, Mueller says.

The effort is beginning to pay off. "People started noticing us in February," Mueller says.

Questions, comments to Jim Kendall, JKendall@121MarketingResources.com.

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