Customers at PLUS supermarket enter store at fresh produce department

At the PLUS supermarkets, furnished according to the Brilliant-formula, you will start at the fresh produce department from now on. Then onto the meat, cheese and meat products departments, and then the bread department. PLUS is also taking a next step in the shopping experience. A new formula is committed to further strengthening its distinctive character. The concept is being tested at PLUS Koot in Abcoude, the Netherlands. The new formula completely revolves around everyone eating healthy, every day. About 400 new products are being introduced. Part of these will be freshly prepared on the shop floor. With this, PLUS is anticipating the fast advance of 'blurring': an innovative combination of retail and catering services, which also anticipates the changing needs of consumers. This means more attention to the fresh experience, presentation and special offers on the shop floor.

Preparation is a central point in the new shop. Various products are freshly prepared on the shop floor, including pizzas and sandwiches. Other products freshly prepared in the shops include pulled pork, hot chicken and fried fish. In addition, fresh seasonal meals, soups and salads will also be available. The bread and pastry department will prepare soft and hard rolls from fresh dough throughout the day. Pies will also be prepared in the shops. At the fresh produce department, consumers will find a citrus isle, including the fresh-squeezed orange machine and freshly prepared smoothies. The ‘flexi-tarion aisle’ is also new, where you are encouraged to ‘go without meat for the day.’ Think of beans, legumes, eggs, fish and meat substitutes. Within the groceries, additional attention will be paid to wine, coffee, tea and craft beers. For example, there will be a more extensive assortment and a more-detailed explanation of these products.

Distinguishing capacity
Jan Brouwer, general director of PLUS: “I am extremely proud of the new PLUS formula. A modern shop with a focus on fresh products, a spacious layout, and a dominant promotional supply is very well-suited to our current strategy. Furthermore, it strengthens our distinctive commitment to local entrepreneurs who are very familiar with our consumers, and are very active on their local markets. We therefore expect that this new formula will ensure an even better shopping experience, stronger customer relations and an increase in sales as a consequence of our current, successful direction.”

Photos: from a tweet by Nanouk van Leeuwen

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