Wegmans Menu, published four times annually by the upscale regional chain with 68 stores in New York, Pennsylvania, New Jersey and Virginia, tops 1 million in circulation with a 100-page color edition focused on recipes. Included are full-page ads from Cuisinart, Mercedes-Benz and Revlon.
If a harried working mother reads the cover story-a detailed recipe for pan-seared tilapia with baby bok choy, mushrooms and red-lentil-she can walk less than 50 feet inside the store to a "meal station." There, each recipe item is lavishly displayed. She can also watch a cooking coach-operating the station seven days a week at varying hours based on store traffic patterns-preparing the recipe.
"The Menu has become our rallying point for what you see in the store," said Mary Kellmanson, VP-marketing and advertising.