New upscale store environment emphasizes fresh and organic foods

WD Partners has designed a new prototype store for Supervalu called "Premium, Fresh & Healthy" (PFH). The store is designed to emphasize fresh and organic foods, as well as key points of customer contact and service around the store. Customer response has been very positive, and Supervalu has announced plans to spend $1 billion upgrading selected Albertsons, Acme and Shaw's stores with the new format. All new stores, as well as most major remodels, will use the PFH prototype design.

Carl Jablonski, president of Shaw's, was quoted in The Boston Herald comparing the PFH prototype to upscale competitor Whole Foods, and remarked that moving to the new format is "key for their competitive strategy."

The store uses architecture, warm neutral colors, textures and materials, and lighting to set the stage for the food, and create a more relaxing shopping experience for customers. Taking a page from specialty retailers, designers used a simple neutral architectural background, reduced visual clutter, and lowered light levels. Graphics and signage were removed from high soffits and back walls and brought down to "food level" in order to keep the customers' attention on the product. Where possible, open European-style cold cases allow food professionals to come into the aisle and consult with customers.

The Premium, Fresh & Healthy store was recently honored in Chain Store Age's "Retail Store of the Year" retail design competition, along with The Home Depot Fuel, TravelCenters' Goasis and Benihana. In addition, WD Partners was named as the second largest retail design and architecture firm in the January/February 2007 issue of Retail Construction Magazine. More than 22 million square feet and 2000 retail and restaurant projects were completed for retailers and restaurants such as Starbucks, Arby's, Wawa, Wendy's, Cosi, and Safeway.

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