Brian McGurk: innovative new formats
Entrepreneurship and innovation were again well in evidence on our visit to WOW BAO – a new concept offering steamed savoury-filled Asian buns, broths, salads and speciality beverages.
Steamed bao are a major fast food enjoyed throughout China, Japan and other parts of Asia. Wow Bao is the first bao shop in America.
The sheer focus, simplicity and minimalism of both the basic offer and the branding was striking, as was the discipline and thoroughness with which the branding was implemented.
The freshness, friendliness and fashion-awareness of this brand and its brand-owners (Lettuce Entertain You) was a strong take-away and a lesson to all those passionate about seeking a gap in the retail market or even a market in the retail gap.
Jewel Osco's new Urban Fresh format, launched in September 2008, was next on the tour schedule. Similar in size to Tesco's Fresh & Easy, Safeway's The Market and Wal-Mart's Marketside, Jewel Osco is another US large store retailer that wants a piece of the neighbourhood convenience pie.
Again, on entering the store, the abundance of fresh product and the range of food was apparent. The store's key offerings are a variety of ready-to-go meal solutions such as gourmet sandwiches and dinner entrees.
Like Fresh & Easy, Jewel has also installed self-service checkouts. The Chicago store has 10 checkout lanes, six of which are self-service, designed to appeal to younger, higher income residents.
In sharp contrast with the other sections in this store, however, the health and beauty section was ordinary and certain display stands lacked care and attention.
This highlighted the need for a major rethink of the health and beauty area of c-store presentations in general and, that a focus on fresh food must not be at the expense of ambient and non-food categories.
In Urban Fresh the wow factor came at the front of the shop but this receded noticeably as you moved towards the back of the aisles – indicating a need to rebalance the overall presentation of the store for a consistent customer experience and store-wide brand communication.
The tour concluded with another focus on forecourts. Delta Sonic's site in Naperville typifies the still cuddly relationship that American drivers have with their cars.
Delta Sonic's consumer research revealed many car enthusiasts feel that most car washes scratch their paintwork. In response Delta Sonic created the "gentlest, safest, most thorough car wash system ever developed".
Huge conveyor belts move cars slowly through the car washing areas and every care is taken to ensure a perfect experience. While their car gets loved, motorists can relax in the c-store's armchairs and enjoy a Dunkin Donut.
It seems to be a niche idea that works. Today there are 28 Delta Sonic locations throughout New York, Illinois and Pennsylvania.
So, do Ireland’s c-store and forecourt designs stand up against the best in the world – or at least the best in LA and Chicago? You bet.
The mission here, in the face of the global economic struggle, is to push the existing creative and experiential boundaries of the c-store in terms of convenient store design and brand experience.
In short, re-invent the c-store for a changing world and evolving convenience customer needs.
brian@bradleymcgurk.com
www.bradleymcgurk.com