Old fruit crates piled up to the shelf, in food, to be from the Region. Each market employees should know, with his, “emotions” and “excellent products” delight the customer. So it presents at least the corporate communication of Real.
In theory, it sounds not bad, but the reality is different. The supermarkets are under pressure. The consumer is the food industry more unpredictable. He wants to looking to buy transparency, regional products and prefer to of merchants that produce in small batches, as in the anonymous supermarket halls after the alleged diversity. Therefore, the large supermarkets with the model of the week: “The experiment-Every-day-a-week market,” says he, Rewe, “Germany’s best weekly market” at Real and Edeka wants to call the “weekly market Regional 2.0”.
longing for honest products The Mainstream is dead – like the taste of Millennials, the food industry Snieguole Wachter
What’s behind this smashes Of Denise? Once super markets in which to find everything was on the rise. The picture has changed. Culinary Knowledge is not in super markets already for a long time. Instead of diversity, there is more simplicity, every supermarket carries the same products, which have become impersonal and aloof. What is it still super?
The food expert Hanni Rützler know that more and more consumers to consume their food only””, but also “” want to experience. To can the interest to the production and quality, and sensual experience, it also German supermarkets like Real, Rewe and Edeka respond now. A few drops of wormwood but there are Real copies rather only the surface of a week market. Since the fruit-boxes in which vegetables and fruits are claiming to be from the Region stack. The iceberg lettuce is not Packed only in plastic, but comes also from Spain. A regional market looks different. The strategy is not well thought out. Although it’s supposed to be the “best week of the market,” the beef comes, for example, but from Ireland. Real strives to be “even more regional specialties, to offer and to work together with local suppliers”. So far, it was the “weekly market”concept to an “additional offer” to the customer. to know
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1. You can buy seasonal vegetables
Who will save the fruit and vegetables of the season and then as far as possible from the Region buys, money can. But only as long as they grow on the fields of the farmers. After that, the prices are on the rise again. Who strawberries in the Winter, would like to, should not be surprised that they cost a lot. In the Winter you can put on, for example, all the possible types of cabbage, such as cauliflower, cabbage, and red cabbage. Apples, in turn, wonderful store.
weekly markets in Real and Rewe – everything just an illusion?
What the markets want clear: on the one Hand, you want to attract customers that are reluctant to go in anonymous supermarkets, such as, for example, the Millennials, or the Foodies. On the other hand, the markets scare but that’s exactly the if you price signs boards for chalk and plastic shelf counter wood look replacing – and not much else happens.
“The markets are Vevobahis a step in the right direction. But what you don’t invest at all, is in staff,” says food activist Hendrik Haase in an interview with the star. “On the market you want to be inspired, time to time, ask the dealer how to cook something. In the supermarket, unfortunately, failed to display.”
Rewe goes even further: In the vicinity of Düsseldorf, the supermarket chain tries to “market love”, a new market hall concept. Focus on fruits and vegetables. “In fact, it is just a Test to try something. The trade market provides a wide selection of about 4,000 items – including fresh, unpackaged, local, regional and Bio-products, meat and sausage of the Rhine butcher eater, as well as fresh bread from the wood oven of the bakery Lisette – for a shopping experience in the marketplace,” says the Statement of the Rewe spokesman Raimund Esser. Also, Rewe is responding to the newfound awareness of the consumer on better food.
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In super markets, the development in recent years has been rather on the decline. The meat counters are gone. Meat is pre-packaged in the refrigerated section. Head, feet, and other parts of the animal are there, never see. From which part the meat comes from and know the Least. The Same, incidentally, in the case of vegetables (without leaves) or sliced fruit.
“The Foodie, but food would like to take back to sensual,” writes Hanni Rützler in your Food Report. “He buys fruit, vegetables, meat and baked goods, therefore, as often as possible on the market, from the farm or in specialty shops.” Of course, this development get to feel the often-anonymous supermarkets that have lost their culinary Knowledge. But the consumer is persistent. He would like to, again, look, smell, taste, the producers, learn about production and ideal preparation methods speak. Something can’t offer a traditional supermarket.
No wonder, then, that the big players in the food industry want to go new ways and also must. “Supermarkets have to take back to their core competencies and social responsibility. In and behind the counters, for example. Both together would be the future. The customer wants to get re Knowledge, he wants to try it,” says Hendrik Haase.
Picnic – the biggest threat the super markets
The supermarket of the future has to support the wishes of the consumer. “Picnic” could go down as one of the greatest threats to the traditional supermarkets soon on the market. This is a Online supermarket that delivers an electric fleet car up in front of the door. Originally, the service comes from Holland. There is currently a test market in Dorsten in Düsseldorf. They provide for the elderly, residential communities, and families with products from the Region. Here, you can decide via mouse click whether the products will come from small farmers or from large food retailers such as Nestlé or Unilever (you can exclude, in turn, by a mouse click).
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The food trade to wrap up warm. Are affected not only supermarkets, but also Wochenmärke. Although you will not have to fear competition from a Real, Rewe and co., however, it would be of advantage, in the digital world vorzufühlen and to conclude, where appropriate, alliances, in addition to direct marketing. For example, with the Market of party-goers from Berlin, fresh post from Hamburg or potato combine. All three unites: supplying your customers with products from the Region, from small farmers or producers. And satisfy the desires of the Millennials, the longing for individuality and at the same time, even after digitisation. This means that The consumer can fill his basket with fresh produce, meat, cheese, milk or bread digital and gets him then in front of his door delivered.
For the traditional super-markets, however, you need to rethink. The post-industrial era in the food industry has already begun. There is not enough empty advertising promise to the consumer approach and to sell in trendy fruit boxes in plastic-packaged salad from Spain. For the Transformation of the supermarkets, it needs more.
