Wakefern Banner ShopRite Launches New “Contemporary to Desk” Format at Three Areas

Friday October 16, 2020

Fresh groceries have never been more in demand, and retailers like Wakefern and its ShopRite banner are capitalizing on the trend. The chain recently equipped three of its ShopRite stores with a new format “Fresh to Table”, store-in-store designin Greenwich and Burlington, New Jersey; and in Monroe, New York.

“Fresh to Table is a whole new way to access fresh food and meals,” said Joe Colalillo, Chairman and CEO. “Regardless of whether shoppers are looking for meals and side dishes freshly cooked in the oven or want ingredients prepared so that every meal comes together without any problems, this new concept promises an exciting shopping experience that is fun, quick and tasty.”

The revised food concept was created as a way to reinventing new departments in traditional locations, according to a press release. The “Fresh to Table” format offers customers a one-stop-shop experience for convenient shopping.

Sections are set up within each “Fresh to Table” location to cater to customers ready-to-cook products. These sections include the “Prepare and Eat” area, products to be heated and served in “Heat and Eat”, and ready-made meals known as the “Grasp and Eat” area.

Steve P. Henig, Chief Customer Officer of Wakefern Food Corp.“Fresh to Table is a destination for shoppers looking for a quick snack, for those planning a gourmet dinner, and everyone in between,” said Steve Henig, chief customer officer. “The combination of healthy, seasonal fresh food, cutting edge technology and comfort is designed to help our customers find the balanced meals they are looking for. “

“Fresh to Table” also features five-ingredient quick meals prepared by ShopRite chefs and dietitians in its creative “One Stop Dinner Shop” display case. The new concept also touts a “Tasty & Trending” section, which highlights trendy and seasonal foods to inspire consumers to explore popular, healthy options in the aisles.

The executives at Wakefern Food Corp.  and ShopRite gathered for a ribbon cut on October 13th to celebrate the launch of the new store-in-store concept “Fresh to Table” at ShopRite of Greenwich

With digital integration a big part In the new format, “Fresh to Table” offers online ordering via the ShopRite app, where customers can arrange the pick-up of groceries or delivery via DoorDash. The app also gives shoppers access to Fresh to Table features and recipes, as well as online messaging highlights that highlight tips and ingredients for consumers to explore.

While the new concept is currently only available in three locations, we’ve heard rumors that it will expand in the coming months. Stay with us Deli Market News as we report.