Page 1

M AY 2 0 1 4

GLOBAL [FOOD]

RETAIL INSPIRATION WHY TO SEE IT Grocery retail around the world is providing innovation and inspiration for all manner of companies – not only food. This tour from Publix, FL to Farro, New Zealand to Kochhaus, Germany highlights smart ideas and different approaches relevant to all marketers today: from everyday solutions to localization to omni-channel.

© ALL RIGHTS RESERVED 2014


GLOBAL [FOOD] RETAIL INSPIRATION

MAY 2014

KOCHHAUS, GERMANY »! Kochhaus (with 10 stores) has turned the traditional supermarket into a “walk in recipe book.” The stores are organized by meal courses (appetizers, main meal, desert, etc.) and recipes. It’s omnichannel, with an online subscription: recipes/meal ingredients are delivered to the door.

FARRO, NEW ZEALAND »! Farro is an independent specialty food retailer (with three stores in Auckland). It’s unique focus is to bring to life local products and the artisans who grow them.

PUBLIX, US »! Publix, the 1,076 store grocery chain is remodeling its stores with a strong emphasis on heightened service and efficient solutions to meal planning, special occasions, and health care to name a few.

© ALL RIGHTS RESERVED 2014

2


KOCHHAUS, GERMANY

MAY 2014

»! Founded in 2010, the German retailer’s “walk-in recipe book” concept has turned the traditional supermarket on its head with its omni-channel, shopper-centric concept. »! The store is organized by meal (e.g., appetizers, soups, mains, etc.), and recipe. Ingredients are merchandised with the recipe, with proportions for 2, 3, 5 people. All ready to buy. »! There are 18 different recipes and ingredients featured, two to three new recipes are added weekly. »! There’s also a subscription service, where recipes and ingredients are delivered to a shopper’s homes once a week for 20 euros (approximately $30). There are cooking classes and Kochhaus will also cater events. »! There are now 10 stores (Berlin, Hamburg, Munich and other German cities). And the chain is beginning to franchise the concept. The large glass windows on the "cookhouse" makes it easy to see what's going on inside.

© ALL RIGHTS RESERVED 2014

3


KOCHHAUS, GERMANY

MAY 2014

It's easy to see all the menu choices available around the store.

Meal recipes featured on the sidewalk in front of the store tempt shoppers to come in.

Š ALL RIGHTS RESERVED 2014

4


KOCHHAUS, GERMANY

MAY 2014

Pasta with fresh herbs, and the recommended wine selection.

Ethnic selections too.

All the ingredients for zucchini wasabi soup, and the cost per serve (3.90 Euros)

Š ALL RIGHTS RESERVED 2014

5


KOCHHAUS, GERMANY

MAY 2014

There are cookbooks and utensils, everything shoppers need to prepare meals.

Š ALL RIGHTS RESERVED 2014

6


KOCHHAUS, GERMANY

MAY 2014

The website showcases “the walk-in recipe book” and helps shoppers find real stores or shop the virtual one.

© ALL RIGHTS RESERVED 2014

7


KOCHHAUS, GERMANY

MAY 2014

Shoppers can sign up for the subscription service and have meals with all ingredients at their doorstep in time for dinner.

Š ALL RIGHTS RESERVED 2014

8


KOCHHAUS, GERMANY

MAY 2014

WHAT WORKS: »! This very shopper-centric concept (the walk-in recipe book) makes meal planning much easier than the typical supermarket. It thinks of every detail for any meal – from ingredients to utensils to wine. »! Each recipe includes the cost per meal, so shoppers can manage their budget. »! The omni-channel subscription has flexibility: shoppers have choices of delivery night and time, can opt in or out on the current meal (if they don’t like it), and meal size (how many people). »! You can see how these ideas could be applied to other categories and to other retail concepts. WHAT DOESN’T WORK: »! Shoppers can’t do all their grocery shopping here. So it does require an additional trip to the supermarket for everything else.

© ALL RIGHTS RESERVED 2014

9


FARRO, AUCKLAND, NEW ZEALAND

MAY 2014

»! This Auckland, New Zealand based, threestore specialty supermarket showcases local talent and fresh food preferences. Smart lessons for any type of retailer or category looking to differentiate through localization. »! Each month the retailer highlights different local artisanal food producers, through product, shelf signs, in-store events where shoppers meet the artisans and sample their product. »! The stores also carry everyday grocery categories, but even there the mix is an intriguing selection of local and niche brands. »! There’s lots of service, from signage (“Dinner?”) to personal service (with passionate foodie staff eager to help shoppers).

© ALL RIGHTS RESERVED 2014

10


FARRO, AUCKLAND, NEW ZEALAND

The artisanal message begins at the door with handwritten messaging on a chalkboard, and old fashioned washing pegs holding up product and pricing signs.

© ALL RIGHTS RESERVED 2014

MAY 2014

It’s easy to see the whole store quickly. Lots of wood fixtures, barrels and baskets say “artisan.”

11


FARRO, AUCKLAND, NEW ZEALAND

MAY 2014

Center store is filled with quick solutions (Dinner?), rather than aisles upon aisles of commodities. Everything shoppers need is nearby, including cooking utensils.

Š ALL RIGHTS RESERVED 2014

12


FARRO, AUCKLAND, NEW ZEALAND

MAY 2014

In-store activities bring food to life. Here, a chef makes paella with the fresh local mussels.

Š ALL RIGHTS RESERVED 2014

13


FARRO, AUCKLAND, NEW ZEALAND

MAY 2014

Local artisans featured monthly in signing and endcaps throughout the store. Shoppers get to meet them at evening tasting events.

Š ALL RIGHTS RESERVED 2014

14


FARRO, AUCKLAND, NEW ZEALAND

MAY 2014

Calendar shows artisans and events week to week.

Artisan selections are featured and sampled on end caps. Note the simple wooden fixtures.

Š ALL RIGHTS RESERVED 2014

15


FARRO, AUCKLAND, NEW ZEALAND

Shoppers can grind their own peanut butter. Elsewhere they can pour (dram) their own olive oil. Š ALL RIGHTS RESERVED 2014

MAY 2014

Local and niche brands are featured throughout the store: here, in the beverage section.

16


FARRO, AUCKLAND, NEW ZEALAND

MAY 2014

WHAT WORKS: »! The local, artisanal message is thoroughly executed throughout the store. From everyday product to the monthly events that feature local producers. Also in the handwritten signs, materials, fixtures, etc. »! Center store – usually no man’s land -- is the hub of everything, featuring meal solutions, sweet temptations, and lots of service. »! Smart cross merchandising throughout the store from the simplest wooden cooking spoon, to mixing bowls and coffee pots. »! Consistent incentives and reminders to come back.

»! Passionate staff bring food to life with tastings, cooking activities, events to meet local artisans. The experience is very participatory (make your peanut butter, pour your own oil). WHAT DOESN’T WORK: Handmade chocolate and candy tempt shoppers. Handwritten signs emphasize “hand made.”

© ALL RIGHTS RESERVED 2014

»! Prices are higher than the average supermarket -but not a surprise considering the service, special product selections.

17


PUBLIX, PONTE VEDRA BEACH, FLORIDA

MAY 2014

»! Florida-based Publix has always been recognized for its quality product, friendly service and well-designed private label offering. »! It’s upped its game in its new and refurbished store design, adding and emphasizing more services. »! While the center store looks familiar, with typical grocery, paper goods, and personal care products, the store perimeter now has a much stronger emphasis on fresh, convenience and service – from custom made cakes, meal solutions, wine department and an expanded pharmacy.

Publix stores are also located in Alabama, Florida, Georgia, North Carolina, South Carolina and Tennessee

© ALL RIGHTS RESERVED 2014

18


PUBLIX, PONTE VEDRA BEACH, FLORIDA

MAY 2014

As shoppers enter “fresh” is clearly evident: produce, the bakery, and quick eats (soup, salads, etc.).

© ALL RIGHTS RESERVED 2014

19


PUBLIX, PONTE VEDRA BEACH, FLORIDA

MAY 2014

An expanded wine department features higher end wines, tastings, and service.

Custom cakes for special occasions are right inside the front door, easy to tempt, easy to order and pick-up.

Š ALL RIGHTS RESERVED 2014

20


PUBLIX, PONTE VEDRA BEACH, FLORIDA

“Apron” Simple Meals is a serviced kiosk with daily meal suggestions -recipes and all ingredients are featured together.

© ALL RIGHTS RESERVED 2014

21

MAY 2014


PUBLIX, PONTE VEDRA BEACH, FLORIDA

Everything shoppers need to prepare “simple meals” is nearby!ingredients, utensils.

© ALL RIGHTS RESERVED 2014

22

MAY 2014


PUBLIX, PONTE VEDRA BEACH, FLORIDA

Conveniently, left of the entrance, is an expanded pharmacy, with an extensive selection of natural and homeopathic products in addition to traditional OTCs.

Š ALL RIGHTS RESERVED 2014

23

MAY 2014


PUBLIX, PONTE VEDRA BEACH, FLORIDA

Computer enables shoppers to get more information on supplements, naturals and homeopathic remedies.

Š ALL RIGHTS RESERVED 2014

24

MAY 2014


PUBLIX, PONTE VEDRA BEACH, FLORIDA

MAY 2014

WHAT WORKS: »! The heightened level of service takes the store beyond the everyday supermarket – especially new services such as custom cakes, daily meal planning (“Simple Meals), wine tastings. »! The greater emphasis on “fresh” product – fresh baked bread and cakes, soups, etc. »! The emphasis on solutions (recommendations and merchandising) rather than just the everyday shopping list makes the store more shopper-friendly. »! Expanded selections in pharmacy – a much strong emphasis on alternative health options – make the store feel more inclusive. WHAT DOESN’T WORK: »! In some areas the store redesign has not gone nearly far enough: center store is still center store – aisles and aisles of product. Monthly calendar highlights what’s going on in the store – from pet activities to holiday celebrations.

© ALL RIGHTS RESERVED 2014

»! “Simple Meals” kiosk was unmanned twice when we visited the store. Not so simple when the key ingredient (the “chef”) isn’t there to help!

25


CONTACT ALLISON KONISH: AKONISH@WSLSTRATEGICRETAIL.COM FOR QUESTIONS OR ADDITIONAL INFORMATION ABOUT THIS RESEARCH

3 0 7 S E V E N T H AV E N U E S U I T E 1 7 0 7 N E W Y O R K N Y 1 0 0 0 1 T 2 1 2 . 9 2 4 . 7 7 8 0 | F 2 1 2 . 9 2 4 . 7 6 0 8 | E I N F O @ W S L S T R AT E G I C R E TA I L . C O M

@ WSLStrategic

@ WSLStrategicRetail

© WSL MARKETING INC. ALL RIGHTS RESERVED 2014

Global Food Retail Inspiration  

Grocery retail around the world is providing innovation and inspiration for all manner of companies – not only food. This tour from Publix...

Read more
Read more
Similar to
Popular now
Just for you