Iwas one informed by a U.S. Navy Admiral that “aircraft carriers do not turn ona dime”. Success does leave clues andbuilding on success is what Kroger is planning. All food retailers goal is to continue growing profitably. When consumer food consumption patternsevolve, retailers follow. Some foodindustries sectors are bit slower than others the grocery sector for one therestaurant sector is another. Kroger isnow leveraging its internal supply chain advantages, marketing know-how anddeep analytical expertize to shift from grocery store and super-size foodretailer into a spoke-N-hub end to end food retailer.
MichaelSchlotman Kroger Company’s Chief Financial Officer recently stated that Krogerplans to open more convenience stores. To date all Kroger convenience stores are located in the proximity ofits grocery stores. Kroger will be focusingon consumer’s number one goal when food shopping speed of service with the newc-store outlets. In addition the focus will be on fresh food, with fresh presentations;including an expanded deli area for ready-2-eat and heat-N-eat food options akagrocerant options.
WhileKroger is experimenting with different formats Schlotman says that it is tooearly in the process to call it a full scale test. Kroger is aware that Wawa a chain of regionalconvenience stores is the fourth largest food retailer in the DelawareValley. The success that Wawa and Sheetzhave found in the convenience store sector focusing on fresh food rather thanroller grill options has clearly placed the spotlight smaller footprint foodoutlet options aka grocerant niche.
Kroger’snational footprint could benefit greatly from such a move particularly on theWest Coast where Kroger’s large store format Fred Meyer could be complementedwith additional outlets. Importantlythere is a lack of corporate owned convenience stores on the West Coast andvery few if any with the consumer focus and quality attributes of c-storeindustry leaders Wawa or Sheetz.
Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WAhas been the global leader in the Grocerant niche for more on FoodserviceSolutions® Bing or Google Grocerants or visithttp://www.linkedin.com/in/grocerant,twitter.com/grocerant Email: grocerant@q.com
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