Automatic Merchandiser - 25

investment budget from the location, their customer's desires and
the amount of space available, all of
which impact design.
Kyle Reifert, president of FrameWorks Displays, said micro market
customers' main interest is in what
micro markets have to offer in terms of
pricing and inventory, along with what
they look like.
"We haven't heard much from the
end users about the design of markets,
but rather how much they love the
market concept," Reifert said. "They do
like a nice, fine-looking market, but the
experience in the break room amounts
to a small amount of time in their
overall day. They are looking for a wellstocked market with good products,
good selection and reasonable pricing.
A reliable POS [point of sale] system is
also critical."
Customers' top concerns are keeping employees happy and minimizing costs and disruption from micro
market installations.
"Going forward, operators should
be more cost conscious, both for their
sake and the location's," Reifert added,
noting that he anticipates total remodels
of break rooms to decrease until businesses have more cash at their disposal.
Branding is another component of
micro market design that customers
weigh in on. Arrington identifies three
profiles of customers: those who want
markets to share a company's branding,
those who simply want a shared overall
look and those who do not want their
company tied to the market due to
liability concerns.
"The third type of customer is
more pragmatic and is only concerned
about the function. Of course, we do
everything we can to address all three,"
Arrington said.
SHOPPING FOR A DESIGN SUPPLIER

Quality design from reliable suppliers
can help micro market operators gain
and retain customers. To build cred-

"Is this going to hold up?
Do I need to change
anything or is it ready as
is? End use customers
want to be able to get in
and get out as quickly as
possible with the least
amount of hassle."
Sandra Faulkenberry, sales manager
at All State Manufacturing

"Often, we find the renderings we
provide to be the most effective sales
tool out there," Arrington added.
Reifert urged operators to consider
the amount of industry experience each
supplier has while considering whom
to work with.
"Operators should look for suppliers who have operated markets and
understand the needs of a market,"
Reifert said. "Their supplier should
be easy to access and have a willingness to work with finding a layout that
provides maximum pack out with a
minimum footprint. Space is valuable."
THE IMPACT OF THE CORONAVIRUS

Axis Designs, Inc., builds microwave
cabinets that match micro market fixtures.
Axis Designs, Inc.

Built-in storage room from Axis Designs,
Inc.
Axis Designs, Inc

ibility with accounts, operators should
invest in micro market fixture and
design suppliers that produce quality
mockups of micro market layouts and
designs, Wegener said. He recommended operators ask what software
a design supplier uses and ask to see
examples of design mockups.

Steve Orlando, Fixturelite co-founder,
said he has seen the coronavirus
pandemic shift the purpose of micro
markets from a matter of convenience
and keeping employees productive to
safely providing them meals onsite to
avoid the risk of going to a public place.
Micro markets, which can provide
packaged, prepared and fresh foods,
may even replace many workplace
cafeterias, said Troy Geis, CEO of
Fixturelite.
In order to ensure employees feel
safe, employers might decide to stagger
shifts and breaks or limit the number
of people in the office, Orlando said.
He has also seen an increase in calls
from large companies to convert cafeterias to micro markets.
Customers may also want micro
market operators to be able to quickly
and efficiently adjust the position of
fixtures at the location.
"Up until the concerns from the
virus, the major change was driven by
the operators," Arrington said. "More
and more, [customers] are requesting
systems that allow for expansion, contraction, and [the] relocation of their
market cabinets and décor. They want
the flexibility to adjust as conditions
change without losing their investment."
Reifert said operators are seeking practical, cost-effective - yet still

June/July 2020 * VendingMarketWatch.com

http://www.VendingMarketWatch.com

Automatic Merchandiser

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