Publix Tests Larger, Organic Hybrid Format
is testing a 60,000 square foot prototype store in Naples, FL, that will
meld many of the features of GreenWise Market, its neophyte concept emphasizing
natural, organic and eco-friendly products, with its conventional stores.
extra space – about 15,000 square feet larger than the average Publix
location – will add a broader selection of natural and organic goods
and cafe-style seating for customers to eat meals in the store. The many
preprared food counters at GreenWise – including The Carvery, Mediterranean
Oven, Pacific Wok and Soup Station – may be reduced in number.
store, to debut in the second half of 2010, will be branded as a conventional
Publix, rather than GreenWise Market.
just introduced a shelf tag program to better identify items as natural,
organic and earth-friendly products throughout its store system as Publix’s
conventional store customers are also increasingly interested in organic
and natural products, spokeswoman Shannon Patten
Foods & Frozen Retailer.
So in addition to continuing to test smaller GreenWise Market concept,
Publix wanted to enhance its better-for-your stance at its traditional
stores. “We want to test that concept as well,” Ms. Patten said.
only has three GreenWise locations in Palm Beach Gardens, Boca Raton
Badaracco, a food industry forecaster at Culinary Tides, told The
Florida, that the prototype goes against the current trend calling for
smaller grocers with a more intimate, “neighborhood” feel. But she said
it could be successful because only Whole Foods is doing such a format
on a widescale.
go big, but also organic and green completely fits,” said Ms. Badaracco. “The
only one doing it well right now is Whole Foods. There’s not a lot of
that many grocers are testing what it calls the “hybridized supermarket” concept.
A Kroger Signature format first opened in late 2008 features wider
product selections organics and all-natural foods, video rentals, fully
cooked entrées, health and beauty care, a photo lab, and a play center
for babysitting shoppers’ kids. In January 2009, a 100,000-square-foot
Signature location – Kroger’s largest store – opened in the Houston
area. It includes a “Chef Shoppe” featuring a chef on hand to prepare
meals for customers, a extensive wine section guided by an on-site
wine steward, a “Kitchen Place” offering an assortment of kitchenware,
a “Nature’s Market” offering natural food and organic selections, and
a drive-thru pharmacy offering $4 generics.
supermarkets, according to the BNET
have also been opened up over the last few years by Supervalu, HEB, A&P
Questions: What do you think of the potential for Publix’s large format
prototype? Do you see opportunities across the U.S. for bigger organic/natural
food stores or conventional/natural hybrids such as the new Publix prototype?
- Publix to Test
Large Store Idea – The Ledger
- Publix develops
organic hybrid store concept – Refrigerated & Frozen
- Kroger Combines
Concepts for Houston Store – BNET Retail
- Kroger opening
new store in Missouri City – Houston Business Journal
- Publix Joins
Supermarkets Developing Hybrid Stores, This Featuring Organics – BNET