Note: Descriptions are shown in the official language in which they were submitted.
CA 02411652 2002-11-13
Faocl Display Case and System
»E1LD OF THE INYENTIQN
[0001] The present invention relates generally to food display cases. More
particularly, the
present invention relates t4 the business of creating food and a closely
related display
case and t~.e business of the creation and distribution of these.
BAC»G~RflUND ~F T1HE INV~~1TI~11~
[OQO~] ~'he means of displaying food at retail ouClets is well lmown. All
Manners of
shelving, bins, free standing raelt_s, and counter top displays are used to
display food
that doesn't require Lemperature control. Small counter top disQlays ta'k~e a
variety of
physical forms from cardboard holders and wits racks tv clear plastic
rontaxners.
Common among them all is that they are un-powered, passive devices that
provide
no enviroz~rnental control. Since they provide no temperature control the food
pradltcrs displayed either by their z~atuxe do not require refrigeration or
they zzaust
have more preservatives than their ~uatively refrigerated counter parts.
Tf~ese
additional preservatives in the food products make them less tasty than the
refrigerated form of the same food.
[0003] Refrigerated food display cases used. in retail stares are also well
knowbt. They are
typically large floor standing units that are cooled by zzteans of electric
motors,
compressors, evaporator and condensing coils. They either leave clear
tlr~nsulatEd
Mass doors or are open in the 'Front and fans are used to keep the caa~led air
generally within the display case. Due to the large size of compressor powered
refrigerated display cases they are not typically located near the checkout
counter
and are never seen as counter top units due to their size, noise anti the heat
they
generate.
(0004] There exist smaller quieter fo4d epolers described in US 6,073,7$$$x,
US
d,b~.6,647, and US ~,$6~,281 that are used typically in automobiles. These
coolers
x 0~ X ~
CA 02411652 2002-11-13
are z~ot used in retail display due to their shape and. door arrangement not
being
appraprlate for either freestanding use nor for counter top display. The units
have ag
means of viewing theix contents without opening the units.
[0005] Food znanufaeturers axe limited in the pacl~aging and labeling thax
they can use when
they produce packaged food that will be disp~Iayed in general purpose
displays.
Witb~put control over e~cactly how the food will be displayed the
maxtufactures have
to put the food into very robust packaging and. have to provide labeli~ag an
each
individual unit. Whey have no cer~inty aver the lighting their product will be
displayed in or even the orientatiozt of their label with respect to the
consumer's
angle. When their food is going into generahpurpose displays, the food
manufacturers are also limited izx the techniques that they can use to attract
cvnsurnexs to their product.
(0006] Ii is, therefore, desirable to provide small quiet refrigerated display
units where the
product offered is attractive and easily accessible to the consumer and the
display
and food work well together.
SUNIl4IARY OF THE INVENTION
[0007] It is an object pf the present irlventivn bb obviate ax mitigate at
least one
disadvantage of previous art.
[0008] In a ~xst aspect, the present invention provides a tempBraeure
coz~txolied display case
with characteristics of size, shape, noise, and heat produced that together
make it
suitable for u.se near the paint-o~ purchase in retail outlets.
[0009] rn a further embodiment, there as provided a more hygienic means of
merchandising
fresh food products through tempera.~Caxe cantxal_
[0010] In further aspect, the preseuk iuxventian provides a method of
me~hanrtising that
results in selling food to consumers that has improved taste and texture and
that is
visually appealing to and convenient far the cou5ttxnex.
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[0D11] Other aspects and futures of the present invention will becrnne
apparent to those
ordinarily skilled in the art upon review of the following de5cxiption of
specific
embodiments of the invention in conjunction with the aecampanying figures.
BRIEF la~S~RYp'TIdN 4F T~ DRAWI<NGS
[01112] Embodiments of the present invention will now be described, by way of
example
only, with reference to the attached Figures, wherein:
Fig. i is a tap view of the display use without the lid.
,Fig. 2 is a side cut-,away view of the display case.
1~ig 3 is an isometric view of the display case without the lid.
Fig. 4 is a schematic representation of the seC up c5f the business,
hig. 5 is a schematic representation of tlxe on-going operation of the
business.
riE~'AILED DESCRLPT'YON
[~U13] Generally, the present invention provides a method and system far
placing fresh
delicatessen type food products on the counter near the paint of-sale.
[0014] Tlxe apparatus is a point-of puzchase display case that males the
offered food
product mare attractive and more accessible to the consumer.
[~al~] As shown in Figs. I and 2., a counter top displ2~y 1 is pxovid~d with
walls 4 and a
floor 5 made of ridged insulating material .and a lid 2. I~aside the volume
created by
the walls 4, floor 3 and lid 2 the product to be sold is displayed, protected
and kept
aC the cozrect temperature.
[001 ~] The display 1 has a size and shape that allow it to be placed close to
highly
desirable point-of-purchase location such as right by the clicckQUt counter.
'1'be shape
of tlxe display 1 prevents outer thixxgs from being placed on top of the
display. The
shape allows one display 1 to be used on its own do any flat relatively level
surface
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CA 02411652 2002-11-13
and it allows several to be easily used side by side or alternatively back to
back
across a counter that has access frDIIl both sides.
jU01'rj The size and weight of the display 1 allow it to fit on virtually any
counter top. The
display 1 can be easily lifted by one average person thereby making it easy to
distribute to retail stores and easy to position within the stores.
j001$] ',fhe display 1 holds far Iess saleable product than a door sta~adiog
refrigerated
display but takes up moch less ~Qlume, produces less heat and less noise.
These
attributes make the display 1 suitable for placement near the checkout counter
or in
other highly desirable locations that have high C~nsuuaez visibility and
traffic
especially inn comparison to the visibility and traffic past large
refrigerated t~tr~its that
are typically located well away from the checkout counter.
[fl019] The lid 2 on the display 1 is made of a txaxASpazent material to allow
the displayed
food product, and its labeling ttr be easily seen. To further enhance the
visibility of
the product the lid 2 is sloped downward in the dizectioxt Qf where the
consumer
would be standing. This increases the viewing oxen xelative tc~ the footprint
of the
bottom c~f the display 1.
j0020] Nothing can easily stay ou top of the display and thereby bt~scure tfxe
offered product
since objects placed oat the Iid 2 will tend to slide off. There is no
prauuding handle
that would allow other product or displays or advertising material to stay ova
tb~e lid
2.
[O~Z1] The tran5paren,t lid Z, the slope of the lid and having nothing set pea
tYAe lid comi~ine
for good product visibility. The consumer can see the xderchabdise without
lifting or
opening anything. The consumer can be attracted to purchase the product based
upon
the produce's Ioaks ~a/or packaging. Making the product easily visible ahows
the
consumer to be attracted to purchase the product based upon the loops of the
product
and tine locks of the packaging- The easy visibility alloais the store
operator to
observer the need for product repleztish~nent. It also allows the system
provider to
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easily verify that the product displayed is merchandise that the retailer i$
authorized
to have in the display. In an alternate embodiment the lid 2 material is a
magnification lens, or inctrrporates a lens or lenses, so that the Toad
product inside
the display I appears larger to the constuztex.
~oaza~ The lid Z material pxavides insulation thereby reducing power
consumption. 7Cbe
itasulating laroperties afi the lid 2 also prevent or dramatically reduce
frosting of the
lid ar condensation on the lid. The formation of frost or condensation an the
lid 2 is
undesirable because it will obscure tlae viewing of the product and its
packaging. In
the preferred embodiment the lid 2 is coznpri5ed of two layers of ligb~tweight
plastic
with an insulating sir gap in betwee~a them.
[0023 The lid 2 on the display I has an integrated lifting handle. The lower
poxtian of the
lid ~ overhangs the display 1 and cau be gxasped and used to lift the tvhole
lid. This
operation is easy fox the consumer and very intuitive thereby encou~xaging
first use
by the consumer. There is no latch ar closure that must be dealt with by the
crtnsu~mer. This use of the lid as the liftimg handle lowers the cost of
manufacturing
the device and makes it easy to clan compared to a lid with a separate lifting
handle.
[OQ~4~ The lid 2 material is ligltt~reight making it easy to lift the lid and
to lift the whale
unit. The low wtigbt of the lid keeps the display tacit x from tipping over
backwards
when the lid 2 is left in the fully raised position,_ When the lid ~ is in the
fully raised
position the cezxter of gravity of the lid 2 is outside the footprint of the
display case 1
but the center of gxavity of the display case 1 as a whole xexnains within the
footprint
of the bottom of the display case. The Iid material is non-xbsoxbing so it
will not
easily get dirty when touched by grubby hands and when pop, coffee and other
substauceS are spilled on it while in use in a retail locatintx. The slope of
the lid with
prevent spilled substances fzom pooling on the lid. When the lid does get
e3irry it can
be easy cleaned.
Sofl~
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[Ob2S] The lid hinge 3 is made of a flexible membrane material attached in a
strip along one
edge of the lid and to one e~.ge of the body of the display 1. This hinge 3
provides
sealing of air thereby reducing energy required to maintain the correct
environment
inside the display case. The hinge m~cterial won't squeak or rust axed is easy
to clean.
[0026] In one embodiment the lid material has an image formed in a
traxtslucent way in the
othexwiss transparent Iid 1. The image ca~a be a product brand, flee system
operator's
brand or some other visual advertising such as far a compa~nuoz~ or
com~plixnentary
pxoduct to what is being displayed in the display case 1.
[~bi?27] The walls 4 and floor S Qf the display are coxistructed of ridged
in~sulatian or
alternatively with ~n i~er and outer slfluoi made of ridged plastic and the
area
between the Lwo skins filled with either air or insulation. These construction
techniques have a relatively lavsr rrlanufacturing east while keepiztg energy
use Iow
and lceaping the weight of the unit down.
[0028] The tempera'CUt'e inside the display 1 is kept at a different
temperature than the
surrounding air through the use of a thermoelectric device 15 to pump heat
from one
set of heat fins 15 ar 16 to the other set of has 15 or 16. The thermoelectric
device
16 sits in the wall 4 of the unit between the two sets of aluminum fins 1,S
and 17,
ozte set 15 on the inside of the unit and the other 17 on the extexiQx of the
unit. When
an electric current is applied to the thermoelectric device 1.6, one side of
the
thermoelectric device and the attached to it gets hot while the other side is
cooled. The direction of the heat flow depends upon the direction of
the'electriC
current. A fan I2 on the inside of the unit is used to circulate the cooled
(or heated)
air from the fms x5 over the displayed product and back to the fins 15. The
air
circulates from the bottom of the unit to the top. The product inside the
display case
x is thereby maintained at the desixed temperature. A fan 13 {or blower) ova
flee
outside of the unit iS used. tp blow ambient air over the exterior ftns 17
xeject~g the
heat removed from the display 1 as well as the heat generated by the motor I1
and
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therjnoelectric Id. The ~~ 12, 13 on the inside an<1. outside of the unit axe
aligned
so that they can be on a single shaft 14 driven by a single motor l I thereby
reducing
cost compared with using separate motors. The fans and caoliuag fins are sized
so
tllttat they provide adequate heat traztsfer relative t0 each other when
operated at the
same speed. The fazes 12, 13 operate at the same speed due to sharing a single
motor
11 and being on the same shaft 14 with no gearing.
[00291 "phe flow of the air is directed inside the display 1 by olrenings in
the top and bottom
of the baffle 10 inside of the display 1. The baffle 10 separates the product
area from
the fan I3 and fin 15 area. The air flows in a hole at the top of baffle 1Q
then
through the fan 12 then across the aluminum heat traxasfer fins 15 and then
through
the axes between the floor 5 and the false bottom 6 and then into area where
the food.
24 is stored. The air flowing into the product space washes the underside of
the laid 2
of the display 1 preventing it from being obscured by moisture or frost. The
raised,
false bottom 6 inside the display x allows room fvr air circulatiozt beneath
the food
24 thereby keeping all of the ~Qd product 24 at a uniform and desired
temperature.
[0030) A thin layer of ceramic 18 is used betweext the fins 15 and the
thermoelectric 16 arid
between fins x7 and the thermoelectric 15. The cexamic 18 is an electrical
insulator
and keeps the thermoelectric from electrically shorting t4 the Fms 15 & 17. rn
an
alte~ate embodiment the fins 15 & x7 ate anodized and the ceranucs 18 are
omitted.
The anodizing foz~ts a sufficient electrical insulating layez to lreep the
thermoelectric
16 from shorting On the $ns 1$ & I7.
,[D431) ~4.n air baffle 19 is located such that is separates fan 1B and fait
13 as well as
separating fins 15 and has 17. This baffle 19 keeps the air that is circulated
by fan
12 within the interior of the display case from mixing with auxbient axx that
is
circulated by fan I3 over fins 17.
CQU32) An opening is located tin tb.e reaz' exterior surface 53 of the display
1 to allow
ambient air to come into fan 13. Air is drawn in by fan 13 and is blown across
fins
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17_ A second opening lacatect o~u the rear exterior swrface ~3 of the display
1 allows
the air back to the surrouz~rlings after it xaas passed through ins 17_ In one
embodiment the openings are designed with protrusions such that if the bank of
the
display 1 is butted up against something vertical like a wall, there are still
suff eieat
gaps for the air flow into the inside (fait 13 side) and sufficient gaps fbr
the air to be
expelled from the iu~side (fin 17 side) back to the surroundings.
[0033] A control 20 is located inside the display l in the preferred
ezabadiment. The control
20 is ca~ected to a temperature Sensor 21 that is located where it can sense
the
tempexature of the air surrou~ading the displayed product. When the display 11
is
used fox cooling and the tempexature sensor 21 senses a temperature above a
first set
point the control 2D will cause the motor 11 and thermoelectric 16 to operate.
When
the temperattue sensor 21 senses a teraxperature below a second set poizat the
control
20 will cause the motor 11 and thezm~oelectric 16 to stop by turning af~ the
flow of
electrical power to theist. When the temperature rises above the first set
poirn the
control 20 will causes the motor 11 and thermoelectric to start again. The
control 2D
thereby maintains a temperature inside the display case 1 between the two set
points.
The control may be an integrated micropxoeessor control.
(p(1~4j In another embodiment no control 20 or temperatwre sensor 21 are
provided to
reduce the manufacturiutg cost and improve reliability by having fewer
components.
The motor 11 and thermoelectric 16 run cc~ntix~uously_ Ire this embodiment the
mover
I1, fans 12 & 13, thermoelectric 16 and heat sinks 15 & 17 are carefully sized
so
that when the motor 1l and thermoeiectrie 16 xun continuously the temperature
is
maixttained within an acceptable range.
[0035] In a fuz~'he~c embodiment the lid 2 is treated to reduce the glare off
the surface in
order to make the product more visible. They lid 2 may also be treated so that
tt
filters out ultraviolet light in order to better preserve the product, make it
look better
add to preserve taste longer.
'~ofl9
CA 02411652 2002-11-13
[0~3~] In a further embodiment the fan 13 is not present and the gyms 17 are
enlarged so that
they can provide sufficient heat transfer with natural convection.
[0D37] In a further embodimeztt there is a switch 22 that indicates Vvhea. the
lid 2 has been.
raised. In order xa reduce energy by not blowing the cool air out of the
display case
1 when the lid 2 is open, the control 20 turns off the moxor 11 while the lid
is open.
j~~3S] lit a further emboda~ent there are short legs on the bottom of the
display 1 to create
a small air gap t~etween the bottom of the display I and the Countst' tQp that
it is
sitting on. The gap reduces heat transfer between the display 1 and the
counter taQ
thereby reducing the power consuxzxed and heat generated by the display l..
[U039] It is desirable that the display 1 not easily rinove from the desired
location an the
counter. Double-sided tape is affixed to the bottom surface 5~ to hold the
display in
place so that a significant deliberate effort is required to move the display
1. Simple
bumping of the display during reloading product or during normal use will not
cause
the display 1 to move.
jDU4D] A roughly rectangular shaped gasket 23 sits between the lower edge of
the lid 2 and
top surface 54 of the body of the display 1. The top Swrface 54 of the body is
a
sloped surface shown besx in figure 3. When the lid 2 is closed the gasket 23
xoinirnizes air leakage between the interior of the display 1 and the
surrounding
ambient air thereby mizy,iztai2ing the electrical energy used to cool ox heat
the interior
air. The gasket 23 also serves to reduce the noise caused by tlxe lid 2 being
dropped
closed.
[0(141] T'he sut~faCes on the front 50 and sides 51 $L 52 are used to display
advertising about
the product containe~I within the display 1. Advertising is also placed on the
other
highly visible surface, the sloped surface 54 which is visible even when xhe
Iid is
closed because the lid is transparent- In the preferred embodiment the
advertising is
a material that contains a 3D image such tliat the image andloz text changes
when
viewed from different angles- 1~or example, when viewed from one angle a logo
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would be visible while ~,oving to an axtgle either Side o~f this the words
"Fresh is
Bestp would appear. Mav~ng further or back would then cause the logo to
reappear
replacing the words "firesh is Best" .
[0042) In a further embodiment the crnntral 20 records the date and tunes that
the lid is
opened based upon the indication from switch 22. 'This data is later
transmitted to the
system operator either by wireless means, ac via a dialup modem connected to a
phone line or via a cam~ction tn the same data network that the retail store
uses for
its baniccard authaxizations. The data collect provides useful marketing
information
to the provider of the display case and food.
~0043~ While the display alone can provide significant advantages aver
exisring displays, the
tastiness> texture and quality of the food is funkier enhanced by the method
of
creating and supplying the display case and the food, and significant benefits
flow to
the business that aeates them izt the manner described as follows. The
business
consists of the following major p2~rtirapants: System operator 70 (SYSOP), one
or
more food manufacturers 71 (FMFG), one or more display ea$e (or equipment)
manufacturers 72 (DCMF ,f'x), a distribution chain 7~ (I7ISfC), Detail stores
74 and
Cansuzners 76.
[0Q44] A business called the SYSOP Can t~Ceate value by engaging in a business
described as
follows. Figure 4 show$ the setztp of the business SYSOP engages in. The SYSOP
70 researches and identifies ogportunities far combx~oations of food and
displays.
Having identified a specific commercially izttexesting opportunity, the SY
Step
produces designs, recipes, specifications and quality standards far the food
and its
packaging and labeling. The SYSOP also produces designs and specifi~riiozts
for an.
associated display case that will hold the specific food, dispYay it in an
attractive and
easily acCCS&ible manner to consumers, axed keep the food at a desired
ternpexature.
The food ax~~l the display case are designed 80 together to produce a
desirable
combination. Each is designed with the full Imowledge of the Qther and
tradeoffs are
of 19
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CA 02411652 2002-11-13
made between tk~e food, packaging and display. Fttrtber, the SYSGP has full
knowledge of the available logistics options for delivering the faod from the
food
m~ufacturer to the display case and can thereby rely on partienlar attributes
of these
available logistical methods when desigxnag the food, packaging and displays.
[0045] At the time of desig~a the SYS~P also considers product branding,
product
advertising, design patents and trademarks. ~'he SYSOP may design. the shape
andlor color of the food, its packaging and labeling in such a manner that is
array be
more easily ox mare strongly trademarked or mere strongly protected by a
design
patent. The SY50P likewise may deign the shape of the display case to be very
diszinccive to the consumer and more strongly protected by a design patent and
tradezz~ark. Such a case design may require a modified food skiape or a change
in its
packaging. Alternatively a particular food shape or packaging may require a
unique
corresponding display case. Since the SYS~7P has control over all aspects of
the
food, its packaging, labeling, Presentation and the display cases
characteristics and
labeling, the SYSOP xnay create desirable combinations. Fox example, these
combinations may be desirable in terms of the haw fresh and nasty the rood can
be
when received by the consumer, or the comlsination may be aptitaal iux terms
of total
life cycle cost of food manufacturing and distributian> ox the catnblnation is
highly
distinctive yet at an acceptable Cost,
[0046] The SYSOP may, fox example identify that one desirable feature to
create is a
product with nt~ packaging at all to appeal to those concerned wirh packaging
waste.
At the same time, eliminating the individual unit packaging can save money.
q'he
SYSQI? then integrates this feature into its system by designing a display
case that
can appropriately protect unpacked individual food item ahd creates the food
item in
a manner that it doesn't reqwire such packaging. In order to provide the
necessary
ingredient labelixig and product advertising that is narrnally on individual
pacl~aging,
SYS~P designs an alternate labeling scheme into the display case. This
labeli:ag
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CA 02411652 2002-11-13
could $e included in the bully packaguag used to transport the product from
the
FMFG 71 to the display case whereupon delivery this labeling is detached and
inserted itxto a slat on the side or fxQnt of the display case.
[0D47] The SYS~P 70 seeks intellectual property protection Sl, at rh~
appropriate time,
includi~zg patents, design patents and registered trademarks related to the
food, its
packaging axxdlor labeling, the display case and combinations of these.
[0048] Aifter the food and its corresponding display case are designed 80, the
SYSOP ')p
does a number of activities that can done simultaneously (in parallel) or in a
nuxober
of possible seduenCes.
[0049] The 5YSr3P 74 xtegotiates and contracts 82 with one or more FMFG 71 to
manufacture the food according to the designs $3 and specif cations that the
SYSOP
?0 bas produced. The manufacfurizxg of fond includes the food preparatiozt,
packaging, labeling and quality control.
[0050j The SYS~P 70 negotiates and cozttxacts g4 with one or more 1?CMFG 72 to
manufacture the displa~r case according to the designs and specifications $5
that the
SYSUF 70 has produced. The manufacturing of the display case includes the
material procurement, fabrication, assembly, labeling, testing and quality
control
necessary to produce a display case that meets the specifications 85 that
SXS~1P 70
provides.
[0451j SYSQP 70 may make the at'razagements directly with l~M'MFG 71 and
17CMFG 72 4r
engage a knowledge agent or subcontzaGtcr to establish and maintain these
relationships o~x its behalf
[00~2~ Following the desigzz of the display case ax~~l food, and contracting
with FMFG and
DCMFG, SYS~1~ begins operating the business as shown in Figure 5. $Y50P
promotes the display case and food c4rttbix~t~on to retail stores. SYSOF 70
may also
make arrangements 88 with sales agents 75 to act on its Behalf in the
zzzaxketing and
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sales 89 of the food and display equipment to retail stores. These sales
agents
promote 89 the display case and food product Combination to retails stores.
The sates
agent 75 rnay also assist SYSOF' 70 with making arrangements with the
retailer's
wholesale divisio» or preferred contractual distributor. In any case the SYSOP
70 is
establishing relationships to ,get contracts with the distributors 73 and
retail stores
74, get ck~e display cafes 1 delivered td the retail stores 74 and an ongoing
supply of
matching food supplied to the distributors 73 for onward supply to the retail
stores
74. For efficiency the display cases may tie shipped 87 to the distributors 73
directly
from the DCIvIFG 7~ or even directly to individual retail stores based upon
instructions $fi from SYSOP 7U.
[0053] The distributors 73 and 9YS(7P 70 enter unto purchase and supply
agreements J1 far
SYSOP 70 to supply sic food to the distributor. As part of these agreements
91,
the disrn'butors 73 agree aot to lmowingly distribute product from others
sources for
use i~a the SYSC1P display case. The distributors 73 also agree to provide
data ~ to
S~'SOP regarding its shipments to retail stores 74. In the preferred
embodiment the
distributor 73 is also responsible for the distrtvution of display cases to
retail scores
74 that have entered into an agreezrrent with SY80~'.
[0054] The retail stores 74 sign an agreement 90 with SYSOP 70 to place
SYSOP's display
cases 1 into their stores. SYSOP 70 may lease or rent tb,e display cases 1 to
the retail
stores 74 in which case the required contractual obligatxo:as may be contained
in the
lease or rental agreement. Whatever its form, the agreement 90 between SYSOP
7d
and the retail store 74 has the contractual restrictions that oxily food
authorized by
SYSOP 7a is to be placed. in the display case. There are additional
Contractual
obligations of the retail Store 74 such as a restriction oa the location of
the display
case 1 within the sure, maintaining Prescribed hazxdling of C1m food,
maintaining the
branding of the case and food, and rate return of display case to SY$OP when
it
ceases to be used. SYSOP 70 agrees to maintain or replace the display cases T
as
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CA 02411652 2002-11-13
necessary and bas the rigb~t to replace the displ2~y case with one with
different
attributes when necessitated due to a change in the corresponding food supply
and
has the right tc~ change the branding on the display case. As part of the
agreement ~0
between SY~OP 70 and the retaQ. stores 74, a~YSOP undertakes responsibility
for the
quality assurance of the display cases and the food for the display cases.
SYSOF 70
also grants the retail stone 74 the necessary rights to use the display case
arid other
neressstry rights.
(Q(155] rn some cases to address stores' financial preferences trr to deal
with liability and
insurance issues or for other reasons, it may be preferable for SYSOP 70 to
sell the
display case to the retail stare 74 for their ;ftitl value or on a subsidized
basis. In
either case there is a contrast between STSOF 7Q and the retail store 7~F with
restrictions, responsibilities and rights similar to those in the lease and
rental
agreements.
[0056] After the necessary agreements are in place, the retail store 74 would
place orders
9~ with their distrt'butar 73. Distributors 73 would aggregate these orders 92
and
place orders 93 with SYSOP. SYSOP would place orders SI4 witti ttie FMFG 71
and
the FMF ,rx 71, would ship 9~ the fond to the appropriate distributor 73. A
distn~butor's ?3 orders 93 to the SYSOP 70 would be based upon its forecasting
system andlor based upoxt consolidation of orders 92 from the retail stores 74
that is
serves. The >;MFG 71 would invoice 95 SYSOP for food shipped. 95 to the
distributors 73 and SYSOP 70 would pay 97 these invoices. The distributor 73
would invoice 102 the retail store 74 for the distribution of the 9YSOP-
controlled
food and receive their paymezits 1.03. The distributor 73 would also provide
data 99
to the SYSOP 70 about the quantities of food delivered to each retail store 74
and the
daces of these deliveries. SYSOF' 70 would use this data 99 and gexxexate
invoices
104 the retail stores 74 who woulr~ pay 101 these invoices.
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CA 02411652 2002-11-13
10059] 'phe consumer 76 would receive ttse food product 10A~ in excha~age for
a fotxxt of
payment 105 accepted by the retail store 74. The food product that tb~e
consumer 76
receives is desirable in terms of freshness, visual appeal, taste, texture, P~
and other
discet7nable attributes.
[DOSB] rn au altexnate embodiment the distributors would place orders with a
Broker acting
on behalf of S'YSOF. The Broker would place orders wixh S'Y'S~DP to forward to
the
FMFG and provide instructions to ship a portioa of the order to each
distributor.
The FMFG would provide the food to the distributors as instructed. The SYSDP
would pay the FMFG for the product shipped and the Bzoker a commissio~a. The
distributors would provide data to the Bzolr~er on tile dates and txtnes of
deliveries to
retail stores, locations of delivery and quantities of food delivered. The
broker
would also provide this darn in detail 'but ~consalidated to the SYSQP about
all the
food deliveries from all distributors withint a reporting period.
.A.Iternatively, the
distributors would be rewired by tlxeix agreement with SYSfJp to provide the
data
directly to SYSiyP.
I~$91 TYpi~ly the disu~ibutars 73 would deliver the display case ox cases m a
newly
signed-up retail store '7~ along with first food delivery.
tbOGO] The business that SYSC?P would engage in is better understood with an
illuslxation of
this method of doing business. For this we will use as an example the Bctional
food
pzoduct "Wedgie". There is an existing well-established large market for
wedgies.
They are sold in numerous convenience stares az~d grocery stores. No brands
dominates the wedgie m~axket, there are aver 100 cuzreztt wedgie brands in the
US
a10i1~. There are CllrreTltly two C1a551fiCat19I1S Of wedgies, those that
r~qtEin~
refrigeration and those that don't. The ones that require refrigeration are
located in a
general ptupase cooler or the deli section of grocexy stores or in a general
purpose
refrigerated display case in convenience stores. The wedgies tlxat don't
require
refrigeration are located in containers near the checl~out stands as wedgies
are an
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CA 02411652 2002-11-13
impulse purchase; they are a txeat rather than a basic staple. ~'he wedgies
that don't
xequire refrigeration dD so by means of having many moz'e preservatives, less
moisture, and a different pH than found in those that require refrigeration
and hence
they aren't as tasty as the refrigerated version. Same consumers consciatts of
the
content of the food they consume, dvn't like that fact that there are many
preservatives and additives within the radm tenxperature-type wedgies and
hence
they buy fewer than they would otherwise. Similarly there are some consuxaers
who
don't like to buy products that have a lot of packagi~ag and room-temperature-
type
wedgies offered in open, containers at the checlCOUt stand contain a lc~t of
packaging
x~z relation to the size of the wedgie. These consumers would iae mrnre
iwclined to buy
wedgies with less packaging. Every group of consumers would buy more wedgies
that are canveniex~tly located near the oherlcout.
[0061j SYSOP identifies as opportunity to provide a tastier, fresher wedgie
comrez~ientIy
located near the checkout stand and with less packaging. SYSaP designs a novel
temperature controlled display case appropriate to be located near the
checkQUt stand
and hold a significant valwale of pmduct for its foot pri~at on the counter.
The
wedgies are designed to be of a size that will easily fit within the new
display unit.
The recipe for the wedgies uses far fewer preservatives than normal counter
displayed wedgies and hence they taste better and are more appealung to those
conscious of their food intake. Also, since taste and texture will 6e superior
they will
also appeal to consumers for those reasons.
~QO~~] SYSOP contracts with XYZ Equipment to manufacture the wedgie display
cases
based on the design SYSOP has developed. SYSOP contracts with A~cE p'oods to
manufacture the wedgies. SYS~p then engages the ~VIZBANG Food lVlarketiag
Crtoup to reach distributors and get them to carry the wedgie product and to
get
contracts wit~t xetail stores. The contra~cis between ~Y~OP and the retail
stores
requirES that as long as the display cases are located on the checkout
couzxter and
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CA 02411652 2002-11-13
oztly used to display SYSOP's new wedgie the cases axe provided free of
charge.
S'~SOP authorizes A&l~ Foods to ship product to Gertaiua distributors who
'have
signed agreements with SYSOP.
]0063] While most Wedgies contain vegetables SYSOP chose to emphasis this for
use i~o~ its
marketing plans and designed the wedgie in a "~'" shape and branded it with a
distinctive "VW" to tie into a pl2~n~xed "Veggi Wedgie" promotion. The display
case
was designed to have ridges to support the bottom of the "V" and each "V"
shaped
wedgie placed on top of the previous one would nest into the tine below_ The
display
case itself was appeared t4 lQOk like a "'V" wheao viewed from abflve with the
wide
part of the Y at the back where the cooling mechaztism for the display was
located.
SYSOP filed a design patent on the display case and on the design of the
wedgie.
SY'SOP then began a branding canr~paign and advertising campaigxt secure in
the
kaowl~dge that the brand equity it is creating cannot easily be side stepped.
~YS~F
receives a good margin on its product and experiences signif cant business
volume
due to the attractiveness of its product to cozlsumers.
[006d] To complete the above example the diszxibution of the food from the FAG
to the
distributors and then to tlxe retail stbres and the payments and flow of data
takes
place according to one to the methods described previously,
[0065] The alcove example is illustrative of the method 2nd shows the signif-
tcant benefits
that flow to SYSOP frazzt this method of doing business. In zeal life
"wedgies" could
be products such as pastries, cheese sticks, bread sticks, beef jerky, fish
treats,
kippered beef, yogurt, sushi, meat pies, and fruit treats. Tn each case, the
specific
display case configuration, temperature storage, product recipe, shape, color,
packaging, labeling, and novel twist and. br2uadiz~g created by SYSOP would
vary
depending upon the nature of the product opportunity and consumers targeted.
one
exaxrxple of the benefits that can be provided with the described system and
method is
providing a food close to the poixrt of purchase that is easier to chew thazt
a shelf
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CA 02411652 2002-11-13
stable equivalent. The fresh product delivered using a cooled display case can
be
eaten by people with dentures while the shelf stable product presents Them
challenges. rn a~riother example the texture and feel of a cooled (toad can be
appealing
compared with the Same food delivered at room temperature. '~'he bene~at$ to
consumers translate to significant ;~naacial benefits to SY'~bri.
[0a66] The above-described embodiments of the present invention axe intended
to be
examples only. Alterations, modiflcatio~as and variation$ txaay be effected to
Ll~e
particular embodiments by those of skill in the art without departing cram the
scope
of the invention, which is defined solely by the claims appended Ftereto.
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