EQUIPPED FOR A
Shifting shopper attitudes toward food shopping
is prompting retailers to look at prepared
food display fixtures in a whole new light.
BY CAROL RADICE
AS MORE GROCERS SHIFT INTO THE ROLE OF “GROCERANT,” offering a wider selection of prepared foods to satiate consumers’ expectations, display fixtures are taking on more than one role. Therefore, today’s prepared food dis- plays need to be functional, flexible and mobile, as well as
attractive and multi-purpose.
Prepared food displays have evolved from a vehicle that simply held
food to one that plays a central role in helping retailers tell the story
about their merchandise and creating an experience for the customer at
the touchpoint. “Fixtures have become an important part of the theater
in food retailing, going well beyond functionality,” says Nadine Geering,
VP of strategic design for Madison Heights, Mich.-based D|Fab.
Given this, Geering says more retailers are realizing the importance
of leveraging the sights, sounds and smells of prepared foods within
the store. “Customers demand honesty and transparency in the products they buy. Food preparation as part of the theater of the in-store
experience inherently meets this customer wish,” she says. Using materials such as local graphics, state symbols and cladding prepared food
and refrigerated fixtures with regionally-sourced reclaimed wood are
just some of the ways retailers can highlight local products displays,
D|Fab’s design team recently worked with Webster’s Marketplace
in Ripon, Wis., to enhance its salad bar and smoked meats, which
were formerly housed in almond-colored cases. “The products were
DES I G N & OPERATIONS
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