MENY is on a mission to help customers Eat Better and Live Better, by continually pushing the boundaries of what supermarket retail can offer its customers. Household designed a new concept store for the Norwegian supermarket that bucks the trend in reducing counter service space.The concept store redefines the role of counters as a modern fresh statement that boldly dominates the customer experience – amplifying unwrapped choice, food service and a self-service journey that is in tune with how customers see and shop for food.
25% more space dedicated to freshthan in smaller formats
The concept store is designed to feel familiar, with a celebration of food at core touchpoints where quality and fresh matter most – fruit and veg, produce, bakery, cheese, meat and food to go. As much as 25% more space is dedicated to fresh than in smaller formats.
The fresh journey experience is defined by a dramatic timber wrap that anchors the extensive length of the counters and fresh mid-floor experiences, bringing natural warmth, and enticing customers to explore and engage.
Desirable and easyto shop
We stripped back complexity, overwhelming communications, and let the breadth of fresh product become accessible, desirable and easy to shop, with as much visibly unpacked food as possible. A considered move away from the perception play on ‘artisan and old-fashioned grocery retailing’, towards a modern celebration of Norwegian food and lifestyles.
The concept design purposely elevates real authenticity and beautiful simplicity as true daily enjoyment of fresh food for everyone. Pre-packed choices similarly follow in simplicity to guide ease and convenience of selection.
Fresh food for everyone
Customers can explore new flavours in the cheese cave and see the meat curing space while talking to the expert butcher. Informal food taste tests celebrate food and flavour, while live weekend demos offer hints, tips and an extra reason to visit.
Despite the large footprint, convenience is still key. Food-to-go is the first counter touchpoint, positioned at the front of the store for ease of grabbing a coffee, sandwich and quick pay. Convenience is also dialled up in MENY’s Kitchen counter area, where fresh and easy self-cook meals are ready to take home, heat and eat.
Chalk-like illustrative icons and line flourishes brings MENY’s personality
The store is performing above expectations with a 30% up like for like on the opening weekend.