Low-Carb-Mart Deal Announced

Feb 03, 2004

By George Anderson

Blimpie International announced a deal for the company to lease space to operate more than 100 Blimpie Express restaurants in Wal-Mart stores.

The subs and salad chain, based in Atlanta, has focused much of its marketing efforts on its Blimpie Carb Counter (BCC) Menu featuring items such as Durango roast beef and cheddar, and Baja turkey and cheese with only eight carbs per sandwich.

Blimpie president and chief executive Jeff Endervelt told the Associated Press, “By locating our restaurants in the world’s largest retailer we are able to offer a substantial business opportunity for both Blimpie and the franchisees that will be selected to own and operate these locations.”

The first two Blimpie Express locations in Wal-Mart are expected to open in Florida stores in April. Express restaurants in Wal-Mart stores will offer breakfast, lunch and dinner menu items.

Moderator’s Comment: Is the Blimpie Express deal an indication Wal-Mart plans to go aggressively
after the low-carb diet market?

We have to admit being surprised any time a Wal-Mart leases space to any foodservice operator other than McDonald’s. George
Anderson – Moderator

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