Kroger Creates “Treasure Hunt” Experience in its Stores: Kroger Co. is launching a new concept of private label merchandising and a new concept of the urban supermarket with in-store meals.
Over the summer, Kroger plans to launch Treasure EmporiYUM in about 200 stores in the marketplace format and on its online shopping sites, said chairman and CEO Rodney McMullen at the company’s annual shareholders’ meeting. Brands that have a marketplace include Kroger, Smith’s, King Soopers, Dillons, and Fries.
Treasure EmporiYUM presents products selected from the list of exclusive Kroger brands, known as Our Brands. The attractive central store display was designed to generate excitement in new and exclusive flavors. Its signage announces “a treasure trove of fantastically unique discoveries” to buyers.
EmporiYUM items are highlighted throughout the store with X marks on the shelves, to create a treasure-hunting shopping experience for customers. The concept also has its own website and a colorful magazine offered in print on the display and an online digital version. Both explain how Kroger organized the items and provide more information about the products, along with recipes and other content.
“Kroger has a world-class food innovation team that offers our customers new and exciting ways to enjoy products that they can only get when they join Kroger,” McMullen told shareholders. “This summer, we will present Treasure EmporiYUM, a curated collection of products inspired by Our Brands trends, in almost 200 marketplace stores across the country and through our e-commerce website.”
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The Cincinnati-based retailer began testing EmporiYUM last fall at a store in Newport, Kentucky. Products featured in the exhibition included artisanal soft drinks and snacks such as chips and nuts; frozen foods, such as pizza, shrimp, ice cream, sweets and canapés; olives and olive oils; steak, barbecue and macaroni and cheese sauces; a variety of Italian pasta and tomato and cream sauces; and Fair Trade brand organic coconut waters.
Featured brands at EmporiYUM include Kroger’s own, as well as Private Selection, Simple Truth, and HemisFares.
“Customer-focused innovation is part of who we are. One of the most powerful examples of this is Our Brands. Six years ago, Simple Truth did not exist. It is now the largest natural and organic brand in the country, reaching more than $ 2.3 billion in annual sales, ”said McMullen.
“The team behind our brands is always innovating and developing new products for our customers,” he added. “In 2018, we introduced more than 1,000 new products and 200 in the last quarter alone.”
Kroger also intends to offer customers a unique dining experience with a new two-story store due to open in downtown Cincinnati in September, replacing the Vine Street store.
Located on Central Parkway and Walnut Street, adjacent to Kroger’s headquarters, the new 45,000-square-foot facility will house a bar and cafeteria. The site – reportedly the region’s first new supermarket in decades – will anchor an 18-story, mixed-use tower developed by the Cincinnati Center City Development Corp., which is revitalizing the city center.
“We are especially excited about all the progress we’ve made to open our new store downtown, on Walnut Street and Central Parkway. With its opening in September, the store will offer fresh food and delicious options to restaurants and residents in Over-the-Rhine, Downtown, and West End, ”said McMullen at the shareholders’ meeting.
“The new store will be 45,000 square feet, double our location on Vine Street,” he noted. “We will offer a wider range of traditional supermarket items and additional food options, including freshly prepared meals. The store will also feature a Murray’s Cheese Bar, a Starbucks, and an incredible dining room. ”
McMullen said the food hall will feature five local restaurants, including Eli’s BBQ, Dope Asian Street Fare, Django Western Taco, Queen City Whip, and Kroger’s Kitchen 1883 Café and Bar.
“When the new store opens, all Vine Street members will be transferred to the new store or to a nearby facility,” he added.
Eli’s BBQ already has three of its five outlets within three Kroger supermarkets, including two in Cincinnati and one in the Newport, Kentucky store. According to the Cincinnati Business Courier, the food hall at the next Kroger store in downtown Cincinnati will be similar to that of Mariano’s stores in the Chicago metropolitan area. Stay Tuned to Krogerfeedback.pro for more latest and updated news on Kroger.