High-tech meets high touch in the perishables departments of Andronico's Market's recently opened unit in Walnut Creek, Calif. Within a food-service power alley that employs an honest, traditional feel in the merchandising, the usage of state-of-the-art equipment helps the operation maintain today's emphasis on efficiency and flexibility.
Here, there are induction burners in the cook-to-order station, self-service scales designed to print UPC labels in both the produce and seafood departments, and everywhere there is hand-lettered signage that's actually created by a graphic software package. Each element quietly contributes to the customer's shopping experience.
"It's Old World feel with a contemporary twist," said Bill Andronico, president. "Some things just don't cycle out, however, such as presenting good food in an attractive manner," referring to the old-fashioned straight-glass cases and open-air marketplace feel to the store. "The food is foremost in our presentation."
Entering the store through Spanish-influenced plaza architecture, where seasonal fresh fruit and vegetables are offered farmers market-style, customers are presented with the produce department on the left and the store's food-service area on the right. Low-profile cases and merchandisers give customers a bird's-eye view of most of the store at a single glance.
This merchandising strategy apparently is successful. Deli sales represent 23% of total store sales, bakery 8.5%. According to Andronico, estimates had been set at 20% for deli and 7% for bakery.
"Merchandising abundantly, where food is the show, is our goal," said Andronico. "The angles and lines of this store provide a traditional feeling and bring the store to an accessible level for customers in every sensory area. The unfinished concrete floor, the 'hand-lettered' signs, the straight cases -- all contribute to the feeling of spaciousness and evoke a sense of fresh."
The new store is the 11th for the chain that differentiates itself with a decidedly food-service twist within its 40,000-square-foot footprint. The unit is located within a new city center-style shopping area positioned along a retail zone of bookstores, clothing stores and upscale restaurants. An adjacent parking garage contributes to the urban feel of this San Francisco bedroom city's hub.
Striking the right marketing approach forced the operator to address the daytime population, and its diversity. "Everything has to be convenient," said Andronico. "Food service really comes into play. People want convenience, not just a store close to home. They look for speed in getting in and out, and options for service."
This philosophy directed the chain to view the Walnut Creek unit with a renewed emphasis on creating service options that fit a range of customer needs.
In prepared foods, a cook's station presents customers with a global menu ranging from pasta to grilled and carved meats. Asian stir-fry and noodle soups along with Cioppino, a San Francisco-style seafood stew, are prepared to order.
Here, the operator has elected to use induction burners rather than a traditional cook top. Chefs prepare fettuccine Alfredo and al Pesto, fettuccine with smoked salmon and scotch, and spaghetti and meatballs for $5.99 per order. Freshly stir-fried selections include tofu/vegetable and Szechuan pork combination platters, also for $5.99 per order.
Seafood is another area where high-tech fixtures come into play. Frozen bins include weigh stations with scales that print scannable labels. The service case sports individual metal bins that separate fresh and cooked product within the ice display. Customers can select oysters, lobster tails, frog legs, escargot and ready-to-cook marinated selections.
A carving station and in-store grill turn out pork loin, turkey, roast beef and beef ribs; stacks of Portobello mushroom, spinach and tomato gratinee, hamburgers, Ahi tuna, lemon garlic boneless chicken breast, kabobs and a minute steak sandwich, all available to shoppers hot and freshly made.
While not new to the Andronico's format, the grill station has been relocated from its position in the meat department, which is oftentimes toward the back of the store, to its new front-and-center spot in the food-service area. "We made that move to address customer convenience," Andronico told SN.
Across the aisle is the self-serve and full-service bakery, along with a dedicated cash register for food-service purchases. Refrigerated cases offer up specialty cakes and pies including Oreo cheesecake, chocolate velvet boule, lemon bars and cream pies. Six varieties of homestyle cookies rest in glass jars atop the cases. Joseph Schmidt chocolate truffles and Neuhaus-filled creams and candied fruits have a section within the refrigerated cases.
Self-service merchandisers feature Andronico's own signature Forno di Andronico breads as well as local specialty breads. The private-label products feature organic flours in loaves of Country Roasted Garlic, priced on the day SN visited at $2.59 per loaf; Pugliese, $2.29; Country Walnut Blue Cheese, $3.29; and Frocaccia, $2.99. Merchandised in bread bags and inserted into wicker baskets are Baguettes, $1.39, and Flute bread, $2.99. Bread items are baked in the Danville unit and delivered to the chain's other stores, Andronico said.
On the opposite side of this merchandiser are the sweet treats, including Krispy Kreme doughnuts, muffins, danish, croissants, bagels and scones. An additional refrigerated case presents self-service cakes and pies.
Pizza, calzones and grilled panini sandwiches are offered adjacent to the ISB. Freshly made selections ranging from chicken pesto and potato with mushrooms and red peppers to margherita and tomato an goat cheese pizzas are baked in a hearth oven, available in whole pie and slice sizes, $5.99 and $2, respectively. Grilled-to-order panini are available, such as Portobello, $4.99; Chicken Puttanesca, $5.99; and Caprese, $4.99.
A tart bar is positioned alongside the pizza to tempt customers. In addition to tarts, shortcake and cream puffs are available as grab-and-go items aimed at topping off any meal.
Continuing down the power alley shoppers find made-to-order sandwiches, fresh-made sushi and grab-and-go selections from the refrigerated case. They'll also find here self-service bars reserved for salad, soup, casseroles and grains. The selection is topped off with additional space dedicated to traditional deli-style favorites like chilled salads, ready-to-heat entrees and hot chicken. Grab-and-go meals, presented along a dairy wall in the food-service area, effectively double faced high-velocity favorites including quiche, refrigerated pastas and prepacked salsas, dips and dressings.
Andronico's has enlarged its antipasto table presentation in the Walnut Creek store. In addition to the 22-item selection of olives, here can be found dolmas, grilled vegetables, figs and olive paste.
Microwave ovens and beverage stations are peppered throughout the food-service area and in the seating area. Additionally, the unit's coffee bar, dubbed Primo Caffe, buffers the prepared foods department and an outdoor seating area. Here shoppers can not only select coffee, but also cold drinks, smoothies, pre-made salads, pre-made sandwiches and sweet treats.
Other areas the new unit focuses on include: the wine department, which includes tasting features and a strong assortment of Italian wines to complement a deep array of domestic regional selections; a dry-aged beef locker, smoked meat locker and extensive service meat counter; a housewares department featuring Vietri, All-Clad and Viking; plus a food and event center where educational sessions, private functions and community meetings are held.
