Sam's Club Debuts Simply Delicious Chef Brigade

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August 30, 2011

Sam's Club is partnering with eight celebrity chefs from different regions of the U.S. to provide meal solutions for busy shoppers. Each chef will create a different meal each month under the banner “Sam's Club Simply Delicious Chef Brigade.”

The Chef Brigade will create meal solutions for breakfast, lunch and dinner through November. Social media features prominently as shoppers are encouraged to visit SamsClub.com and its Facebook page to gain access to recipes and shopping tips. The chefs will also offer instruction in various cooking techniques and professional tips.

Participating celebrity chefs include:

• Molly Hawks, executive chef of Hawks in Sacramento, Calif. Hawks is known for clean, classic American fare with a focus on fresh, local ingredients.
• Executive Chef Todd Clore of Todd's Unique Dining in Las Vegas is famous for brunch and seafood.
• Dale Levitski, was a finalist on Bravo’s Top Chef and competitor on the network’s Top Chef All Stars cooks updated family favorites. Levitski is currently the executive chef and owner of Sprout in Chicago. 
• Jan Kelly is known for integrating fresh seasonal ingredients into contemporary American cuisine at her restaurant, Meritage in Milwaukee, Wis. 
• Casey Thompson was also a finalist and competitor on Bravo’s Top Chef and Top Chef All Stars alongside Levitski. As the executive chef at Dallas’ Brownstone, she incorporates fresh foods and simple twists to create flavorful dishes.

Sam’s Club has been busily building its stable of store brands and enjoying the accompanying financial success. The chain introduced three new lines this year and is rebranding 500 SKUs under the new brands. Sam’s Club began transitioning away from its Member’s Mark private label in March, rolling out new store brands Artisan Fresh, Simply Right and Daily Chef.

Partially as a result of strong private label growth, Sam’s Club saw sales soar 16.2 percent during its second quarter and 13.9 percent for the first half of this year. Profit climbed too, thanks to the strong private label performance, said management. The retailer plans to roll out 400 more store brands products by the end of Q1 next year

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