The Fight for the Frozen Section

“Victory is reserved for those who are willing to pay its price.” Sun Tzu

There’s a war going down on the west side of Madison. Thankfully it’s not your typical war; no arms, no bloodshed, no casualties.  The war I’m talking about is a grocery store turf war, and clear lines have been drawn down the aisles.

The Westside Pizza Price War (or WPPW1 as I call it ).

At the center of this conflict, in the frosty display cases in the frozen section of my local grocery store sit some heavily discounted pizzas.

One of the perks of living in Madison is the plentiful options of grocery outlets; we’ve got Metcalf’s, Woodman’s, Whole Foods, Trader Joe’s, Aldi’s, Pick N’ Save, Costco and Hyvee. With more and more grocery stores popping up and only so many customers to go around the competition is getting fierce.

Recently the invasion of a Festival Foods nearby has pushed my local retailer Hyvee to resort to tactical measures.  To fortify their position and secure customer loyalty Hyvee went into attack mode with a defensive campaign.

I’m talking 50% off Digornos, 5 for $10 Jacks, 4 for $10 Tombstones, and $3.99 Brew Pub Lottza Mottza’s (their normally almost $9!).  And to stick it to Festival they even lined the pizza coolers with side by side tags of their awesome sale prices vs. the current lame prices at their rival.

It’s safe to assume that my freezer is completely full right now.

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It’s good to be a consumer in the middle of a grocery store feud—when frozen pizzas are so cheap it makes it much easier to branch out and try new things.

During my shopping spree, I swayed from the norm and sprang for an Ultra Thin-crust Bellatoria.  I love thin crust and Bellatoria was the thinnest of the frozen thin I’ve had. The crust is surprisingly flaky and delicate but can hold abundant toppings.

I ran with the “Ultra” concept and got an “Ultra Supreme” that included parmesan, asiago, mozzarella, pepperoni, sausage, roasted red and green peppers, red onions, and black olives.  Bellatoria delivers on their “Ultra” promise—the toppings, cheese, and sauce were bountiful and top-notch.

It’s no surprise Bellatoria is on top of their frozen game, as it turns out they are under the Bernatello Foods frozen pizza umbrella which also offers highly esteemed options like Brew Pub Lotzza Motzza.

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A little competition can help us go a long way. 

While the analogy of war may be a little extreme (and may mean I’ve been watching a little too much WW2 in Color on Netflix), it’s apparent that the arrival of Festival Foods has been a significant motivator for Hyvee to step up their game and offer some sweet deals.

Perhaps we could all use a challenge from time to time.  When we’re having trouble reaching the extent of our limits maybe a little healthy competition could be the force to push us there.

What I’m eating: Bellatoria Ultra-thin crust “Ultra Supreme”.

What I’m reading:  Give and Take: Why Helping Others Drives Our Success –Adam Grant

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