Hy-Vee opens 'reimagined' grocery store in La Crosse, Wisconsin

Hy-Vee announced the opening of its newest store in La Crosse, Wisconsin, on Tuesday. The approximately 105,000-square-foot store is located at 4200 State Hwy 16 in La Crosse, and is the grocer’s fifth Wisconsin location.

The state-of-the-art grocery store is only the fourth “totally reimagined” Hy-Vee location with a new layout and new technology, and it is the second one like it in Wisconsin.

The La Crosse Hy-Vee features all-digital shelf labels that display product information and pricing. Hy-vee products, promotions and services will be featured on the more than 100 TVs at the store, and digital kiosks will be available for customers to order cakes and prepared foods. The store will also have new mobile payment technology with Hy-Vee Scan & Go, and self-checkout options for a fast, convenient shopping experience, said the company in a release.

Customers will be provided with a new dining experience at the new location, such as an open food hall dining area for “fast-casual” dining which includes Hy-Vee’s breakfast menu; a pub with a full sit-down bar, 32 taps and outdoor patio; and mealtime offerings like Mia Italian, HyChi and Hibachi, Nori Sushi, Market Grille, Long Island Deli, and a Wahlburgers at Hy-Vee. 

Joe Fresh clothing, a Pair Eyewear kiosk, the Bellissima beauty department and a candy shoppe department with premium, novelty and nostalgic selections can also be found at the new location, as well as a Hy-Vee wine and spirits department that features a walk-in beer cooler, walk-in humidor and walk-in wine room. Other amenities include Hy-Vee Aisles Online pickup and delivery, a mother’s room, and dry cleaning and postal services.

Hy-Vee said it has invested more than $33 million in the community to build, furnish and stock the grocery store, as well as the accompanying Hy-Vee Fast & Fresh convenience store located in the parking lot, which will offer on-the-go meal offerings, a Market Grille Express and select grocery staples such as produce and bakery items.

The La Crosse location will have the standard Hy-Vee amenities as well, such as: a full-service Cake This! bakery with artisan and specialty breads, patisserie, cakes and a cake decorator station; a full-service delicatessen with shaved meats and cheeses, specialty cheese and charcuterie; a full-service meat counter with a chef’s station, a dry-aged steaks case, chophouse and packaged meats; a full-service seafood counter; a fresh produce area; expanded floral and gift shop departments; a pharmacy with a drive-up window; an expanded HealthMarket department with a larger selection of vitamins and sports nutrition options; and an in-store Starbucks.

The store will carry about 100,000 items, including more than 10,000 specialty items, more than 5,000 HealthMarket items and more than 1,500 fresh produce items (including 100 organic items).  

More than 500 local jobs, including 136 full-time positions, will be created with the new La Crosse Hy-Vee, and employees will have access to employee benefits such as a 10% employee discount on groceries every day, employee appreciation bonuses, holiday pay, free Hy-Vee Plus membership, a tuition assistance program for employees and family members, and employer-sponsored insurance for both full- and part-time employees, the company said.

West Des Moines, Iowa-based Hy-Vee, Inc. is an employee-owned corporation that operates more than 285 retail stores across eight Midwestern states.