Shopping Centers Today International

NOV 2015

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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HoneyBaked Ham got an unlikely start. Founder Harry J. Hoenselaar had developed a meat-slicing machine that he was having a difficult time selling to suppliers. So he decided to use the ma- chine himself by opening his own meat store in 1957. The company's staple product then, as now, was the honey- glazed ham. "We always sold a sandwich or two, but if we sold $100, [then] 99.99 percent of sales came from ham or tur- key products," said Mark Demis, direc- tor of development and real estate at the Alpharetta, Ga.–based company. A turning point came in 1998, when the company bought a competi- tor that owned an Atlanta-based chain of cafés. HoneyBaked Ham reflagged those under its own name, keeping 15 stores corporate-owned and releasing 15 to franchisers. "That's how we got i v e n T H A T p e o - ple generally buy holiday hams only once or twice a year, the HoneyBaked Ham Co. has done remarkably well over its roughly 50 years in business. But the third generation now running this family-owned company has been busy building demand between the holidays by expanding the stores to introduce cafés. in the franchise business and also got exposed to the full-fledged café busi- ness and started to grow from there," said Demis. The company now has about 400 stores, of which 90 percent are branded HoneyBaked Ham Co. & Café. All the corporate and franchised stores to be developed in the future will include the café component, and the 10 percent that have not yet been con- verted are to be renovated accordingly. Traditionally, some 95 percent of revenues have come from the sale of hams and turkeys for the easter, Thanksgiving and Christmas holi- days. These products now account for about 70 percent of sales, and the rest comes from catering, the café side and meal-replacement or take-home offer- ings. "We will always be a ham store, but when you start to see 30 percent G High on the hog every day's a holiday for honeybaked ham Co.'s Customers By Beth Mattson-Teig r e t a i l i n G t o d a y 22 S C t / n o v e m b e r 2 0 1 5

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