PERISHABLES SPOTLIGHTED IN NEW RALPHS MARKETPLACE

MINA WILLIAMS

REDONDO BEACH, Calif. (FNS) -- Perishables take the spotlight at the new Ralphs Marketplace format which was opened early last month in this beach-side community by Compton, Calif.-based Ralphs Grocery Co.

The new format combines a completely remodeled 69,000-square-foot food store, drug store, and home and garden center under one roof. In the grocery section alone, shoppers will find higher-profile service perishables, according to company officials.

"Based on market research and analysis, we think the Marketplace format is a great fit in southern California," said Sam Duncan, President of Ralphs Supermarkets division. "The Ralphs Marketplace stores feature a full-service supermarket with superior perishables, meats and dairy departments, as well as complete nutrition centers. We believe our customers will love the new Ralphs Marketplace."

The operator conducted focus group sessions to determine how southern Californians would react to a one-stop format. The results showed that one-stop formats are fine, but should be kept to a size that wouldn't scare customers away.

The new format positions the perishables sections along the floor plan's perimeter, with produce leading the lineup. While the store footprint remains the same size as the Ralphs unit that was remodeled to house the new Marketplace format, the layout was changed significantly. Space was added as a result of more efficient design, said Terry O'Neil, manager of corporate communications.

One of the format's many highlights is the "Natural Choices" Nutrition Center, which is strategically positioned adjacent to the unit's produce department. More than 100 organic selections set the stage for the parallel offerings within the Nutrition Center and draw attention to the new department.

"Organic produce items and the items carried in the Nutrition Center really go along with each other," said O'Neil. "Health-conscious shoppers are traditionally bigger buyers of produce. They seek out organics and like items."

This Nutrition Center features an extensive selection of natural foods ranging from dry grocery cereals and soups to frozen items; vitamins; herbal remedies; nutritional supplements; and natural beauty treatments. The department is staffed to answer customer questions. Additionally, the department features a self-service computer terminal that uses the Health Notes Online program to provide customers with information on health concerns, nutritional supplements, herbal remedies, homeopathic remedies, drug interactions, diets and therapies.

A full-service floral department is also located adjacent to the produce department. The department features ready-made and custom arrangements, potted plants and custom gift baskets.

Another service department that has made its way onto the footprint of the Ralphs Marketplace is the service meat department. While Ralphs units in upscale neighborhoods do offer service meat, by and large this department has been omitted from the traditional formats. Here, the format offers service meat as a part of the regular floor plan.

The store's full-service bakery carries a vast selection of European-style gourmet breads and other baked goods.

For shoppers with little time for meal preparation, the Ralphs Marketplace offers components in both service and self-service guises. The store's full-service delicatessen offers a wide array of preservative-free salads, meats, cheeses, and hot and cold entrees.

Shoppers selecting the self-service option can opt for "Chef Express on the Run" items displayed in an island case where most of the popular salads are available, all at one price. In addition, a salad bar, freshly made sandwiches, and a selection of ready-to-serve and heat-and-serve meals offer additional menu ideas for shoppers with limited time for meal preparation.

Another newly instituted service section is the wine department. A professional wine steward is on staff to assist customers in pairing wine with a meal or selecting a gift.

This new Ralphs Marketplace is the first of more than a dozen one-stop-shopping stores Ralphs will open in the next 12 months. The next slated opening of a Ralphs Marketplace format is scheduled this month in Lancaster, Calif. This unit will feature an expanded garden shop with a patio area extended to create an outdoor/indoor space.

The move is seen by some observers as a unifying format force between southern California's Ralphs and its new owner, Portland, Ore.-based Fred Meyer Inc.

The new Ralphs Marketplace format incorporates a one-stop-shopping experience with all the traditional supermarket offerings, but adds products for the home and garden, body and bath, pet supplies and office supplies, all under one roof. It has an expanded selection of hardware, toys and games; and even popular small appliances including toasters, blenders and coffee makers.

The appliance category at the Ralphs Marketplace is new for the operator and one that is proving successful. Opening week the retailer offered a 25-inch television for $179. The item sold out, according to chain executives, who added that the Marketplace is located across the street from a Circuit City and in the same mall as a Good Guys location, both of which are electronics retailers featuring value-priced items.

As an added customer convenience, the store features a Union Bank branch with full banking services and an automatic teller machine. Video rentals and 30-minute photoprocessing are also offered.

"We are very excited to open our the first Ralphs Marketplace in this South Bay community," said Duncan. "This is a great store and we feel it offers the best of everything that more customers want in a supermarket."

The store is open 24 hours a day, seven days a week.