CA2411652A1 - Food display case and system - Google Patents

Abstract

A, temperature controlled display case far food products requiring refrigeration suitable for use near high traffic consumer paints-of-purchase. The display case allows the food to be seen without opening the display case. The temperature within the case is controlled using a thermostat and a thermoelectric device as a heat pump in conjunction with a single electrically operated orator connected to two sets of aluminum fins and air blowers. One blower circulates the temperature controlled within the display case thereby keeping all food at a uniform temperature.
A method of creating novel food and matching consumer paint of purchase displays and a method of operating the resulting business and controlling the use of the display and the related distribution of both the food and the display case.
The display case and merchandising method together provide food that is fresh and tastier with better texture than shelf stable equivalents.

Description

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 ~

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.
,2 of 19 _._..____..__~~..x.~...~-~ ~~:~#~.9,~_~..._...__... .

[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 3of19 ,......., . ....,.",~..,~, ,E. Pag y, w.",~=,~,pp.M~
:~~L~:,,~;,."ysH.grey,~"._3;:,z:XNw,'~.-t."n...m~,...,..., .",_.~ ........

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 4 of 19 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~

[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 6of19 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 7 of 19 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 [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 $L 52 are used to display advertising about the product containe~I within the display 1. Advertising is also placed on the other highly visible surface, the sloped surface 54 which is visible even when xhe Iid is closed because the lid is transparent- In the preferred embodiment the advertising is a material that contains a 3D image such tliat the image andloz text changes when viewed from different angles- 1~or example, when viewed from one angle a logo 9 of 19 would be visible while ~,oving to an axtgle either Side o~f this the words "Fresh is Bestp would appear. Mav~ng further or back would then cause the logo to reappear replacing the words "firesh is Best" .
[0042) In a further embodiment the crnntral 20 records the date and tunes that the lid is opened based upon the indication from switch 22. 'This data is later transmitted to the system operator either by wireless means, ac via a dialup modem connected to a phone line or via a cam~ction tn the same data network that the retail store uses for its baniccard authaxizations. The data collect provides useful marketing information to the provider of the display case and food.
~0043~ While the display alone can provide significant advantages aver exisring displays, the tastiness> texture and quality of the food is funkier enhanced by the method of creating and supplying the display case and the food, and significant benefits flow to the business that aeates them izt the manner described as follows. The business consists of the following major p2~rtirapants: System operator 70 (SYSOP), one or more food manufacturers 71 (FMFG), one or more display ea$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 ________~,.~,» ."~ M~ ~",~,~ _ .~_......
_.w..~.w~,.,~_~"g.~~~~. ~,r_.~_..

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 11 of 19 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 12 of 19 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 13 of 19 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.

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.
14 of 19 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 15 of 19 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 16 of 19 . .. ~ ~.p,... ~.F~~,:~, ~~~:..x~~p~,. M..~.._w._._.._ _.wa.~...

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 i7of19 __....._ _... ._..._.. ._~..~~up~ .a~~.~,r._~___ 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.
18 of 19 _.._... .... p x "~ ;,~ ,~,~",~~~~n4 ~ v.. ~ . . .. _. ~ __._ _.__

Claims