New Meal Solution Concept Rolls Out Five Locations in Madison, Wis.

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New Meal Solution Concept Rolls Out Five Locations in Madison, Wis.

MyMenu, a new retail format with hundreds of easy-to-prepare meal ideas in a single easily navigable aisle, is debuting in the United states with five locations in Madison, Wis. and surrounding communities this summer, with plans to expand to other areas of the Midwest this fall.

"We wanted to open our first MyMenu stores in Madison because it is a community with families, students, and busy people who we believe will find MyMenu particularly relevant to their lifestyle," said MyMenu president Gary Decatur. "Working closely with U.S.-based consultants, we have created a U.S.-oriented business that celebrates good food and good times, with all the convenience of meal preparation made easy. We believe the MyMenu concept has tremendous potential for growth in many areas of the country. The love of great food, service and spending more time with your family and friends is universal."

Based on a 27-year-old concept from Canada, M&M Meat Shops, which operates over 460 stores in that country, MyMenu offers restaurant-quality flash-frozen foods, including steaks, roasts, poultry, vegetables, side dishes, desserts, and party foods, along with personalized service. A companion Web site,, features meal ideas, recipes, and entertaining tips.

Meals, desserts, and party foods are sold in both single-serve and family-style recyclable packaging, and all foods have labels with simple cooking instructions to shorten preparation time.

Menu boards over each freezer door give information on the product listing and pricing, sorted into such categories as 'meals made easy' and 'party foods' to facilitate selection. Each location also includes self-serve freezers, for those shoppers wanting to pick up a quick heat-and-serve lunch.

The five MyMenu stores in the Madison area are being run as a corporate initiative by a Wisconsin-based team, in consultation with select U.S. suppliers and Canadian head office personnel.

"We are confident that the MyMenu brand stores will be successful," noted Decatur. "However, only once we have proven successful will we consider converting to a franchised network. Our first step and our focus is on Madison."