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I don't buy prepared foods. I cook food from scratch and I get most everything at the Wal-Mart super store which is about 35% less expensive than Dave's. I just go into Dave's now and then because they have fresh fish, or if I'm rushed to make one meal, but not to do a whole shopping.
The people who buy that stuff are stinking rich, and the store is right off the highway on the way home, and they've got more money than time. I think it's not how long it takes to cook something, it's the notion that they are above domestic servitude, that's what turns them off. They don't want to get something on their clothes or have the house smell any more than they want to push a lawn mower.
That's Dave's niche: high margin prepared foods for busy professionals. The business model seems to be working for them. It looks like at least 30% of their inventory is prepared foods and they are expanding in the more affluent areas.
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