DDi - July 2011 - (Page 56)

56 | Think Tank Food for thought “Bear in mind that you should conduct yourself in life as at a feast.” —Epictetus (55 AD – 135 AD) O nce upon a time, food was food. It was, and still is, a very basic and essential need. But it has morphed into something bigger and far more interesting. Thanks to the passion of foodies, movies such as “Julie and Julia” and the ever-popular Food Network, food has become romanticized beyond simply the nutritious substance we eat in order to maintain life. Food and its ingredients have become more visual, more sensual and more exciting. As designers, this makes it a fantastic time to be in the food business. In the space of design, the art of selling and merchandising food continues to offer new opportunities based on the current trends and, more importantly, the economic climate. In planning the spaces that will showcase this food, it is absolutely necessary to understand what food means in today’s world. In the current economic climate, it is the one purchase that we know the consumer will make, even if at a lower price or lessened frequency. As retail designers, we must consider the audience we are designing to, their current relationship with food and how we can appropriately extend that relationship into the specific environment or space. Our roles have now expanded to include development of a meaningful conversation and consistency of message across all facets of a retail business. Retailers today want to be in the food business. Food is on everyone’s shopping list, and retailers need to bring these hard-earned dollars into their stores. While the conventional retail space continues to develop shared meal solutions, new offers and a dependable product offering, we stretch our minds and creativity to develop small-store formats with edited assortments, discount, drug and dollar stores with expanded food offerings, growing farmers markets and the individual booths where customers often expect a level Jill Dearing Beckmann of merchandising and service (think Seattle fish market). And don’t forget the more traditional space of the butcher and bakery shop, and last but certainly not least—the mobile food trucks that are traversing our city streets. There’s an idea I wish I had come up with. What does this all mean? Look around when you next enter your favorite traditional grocery store. Fresh herbs and berries, a wide variety of greens and expanses of color fill the space in produce. The salad bar has grown, and nearby are loaded olive and soup bars and refrigerated cases packed full of delicious chef-prepared foods, cheeses, specialty meats, sausages and sushi. Nearby, you will likely find a sampling station. Curved-glass service cases showcase butcher-cut fresh meat, while enhancing color and maintaining freshness. Serving suggestions and delicious rubs and marinades will be adjacently merchandised. Tastings and pairing suggestions can be found in the liquor department, along with low-front refrigeration cases stacked full of the latest microbrews. In-aisle shelving flaunts curved fronts between the flat fronts, drawing attention to its products. Graphics and signage not only point the way, but provide imagery that is suggestive and sexy. Pallets of a single product will be pulled onto the floor and promoted at an incredible price, while aisle shop around cases will be filled with the season’s favorites— hotdogs and brats. With all of the opportunities in the food retailing business and the fact that we all—as living beings on this planet—need food, it is no wonder that there is an exciting focus on the next new idea to feed our stomachs. —Jill Dearing Beckmann is the Midwest regional director, store planning and merchandise planning for the Store Design Services division of Earth City, Mo.-based SUPERVALU. | July 2011 www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - July 2011

DDi - July 2011
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Greentailing
Editor’s Choice
Design Snapshot
Channel Focus: Big Box
Carlo Pazolini
2011 Fixture Super Section
State of the Fixture Industry Roundtable
2011 Fixture Leaders Listing
2011 Fixture Leaders Company Index
Fixture Products
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

DDi - July 2011