KROGER UNIT BIG AND BRIGHT DEEP IN THE HEART OF TEXAS

BOB BAUER

DALLAS -- Wide-open aisles, a huge selection and extra space for an expansive club-pack section. Although that sounds like a new superstore in a sprawling suburb, it actually describes a new Kroger Co. store deep in the heart of Dallas.

The 77,000-square-foot store, which opened in January, is built on the site of a former Dr Pepper plant and contains scads of Dr Pepper memorabilia throughout the store, as well as an impressive fresh food section. Local frozen food industry sources report the frozen food department is quite memorable and unique as well.

"It's definitely one of the showcase stores of the area," said one local observer. "They seem to be doing a great job with frozen foods."

The frozen food section sits near the middle of the store, slightly to the right of the main entrance. It has one large aisle with what's becoming a customary arrangement throughout the industry: two rows of coffin cases in the center with door displays outlining the aisle. But throw in another full row -- doors on both sides -- and a separate club-pack section, and you have one of the largest frozen food departments in the country.

The club-pack section is along the back of the store, right behind the frozens department. There are 18 doors, with a mix of frozen chicken items and club packs.

As is the case throughout the store, the frozen food section is wide open, creating a shopper-friendly atmosphere. Signs throughout the aisle point out what's in the doors.

In the front, middle and back of the aisles, Kroger uses two-door and three-door coolers, mostly for sale items. Display coffins in front and back of the aisle also are used for sale-item merchandising.

Officials at Cincinnati-based Kroger declined to speak with SN, but local sources had lots to say about the store.

"This is the largest frozen food display I've ever seen and I've been in this business for 21 years," said one local observer. "It's also got to be one of the best displays I've ever seen."

Another observer said this store continues a trend for Kroger.

"They've opened up about five or six stores this last year that are just super in terms of merchandising; lots of extra space," he said. "Frozen foods may not be the focal point of the store, but the departments look great anyway."

Even shoppers are raving about the department. "I can't believe how big this section is," one shopper was heard saying during an SN visit to the store. "They must have every frozen food item there is in here."