Hy-Vee opens 'reimagined' grocery store

Hy-Vee once again has pushed the envelope of what a supermarket can be with this week’s opening of its new store in Grimes, Iowa.

Situated at 351 N.E. Gateway Dr. in Grimes, part of the Des Moines metropolitan area, the 93,000-square-foot location marks the “first entirely reimagined grocery store” in Hy-Vee’s eight-state Midwestern market area, the West Des Moines-based grocer said. The company described the Grimes Hy-Vee as years in the making and invested more than $26 million in the community to build, furnish and stock the grocery store.

While a strong foodservice offering is nothing new to Hy-Vee customers, the Grimes store brings an enhanced dining experience. A large, open Food Hall offers fast-casual dining for breakfast, lunch and dinner, including Hy-Vee’s new breakfast menu, Hy-Vee Mealtime To Go items, a pub with a full bar and an outdoor patio, and eateries such as Hy-Vee Market Grille Express, Mia Italian, HyChi, Nori Sushi, Chowbotics, Long Island Deli and Wahlburgers at Hy-Vee.

Customers also will notice that the Grimes Hy-Vee, opened Sept. 14, goes well beyond grocery. The store houses a DSW footwear and accessories shop, a Joe Fresh apparel department, The W Nail Bar nail salon, a Pair Eyewear kiosk, a Johnson Fitness & Wellness exercise equipment showroom and a rebranded Bellissima beauty care department, including the Basin bath and beauty brand.

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Technology is a hallmark of the store as well, with all-digital shelf tags and more than 100 television screens for digital marketing. Shoppers, too, can use digital kiosks to order fresh-made foods and cakes and access banking services from Hy-Vee’s Midwest Heritage financial services arm. Contactless shopping is available via the Scan & Go mobile checkout service as well as through self-checkout stations. Other amenities include the Hy-Vee Aisles Online grocery delivery and pickup service, a mother’s room, dry cleaning, bill pay, money transfers and postal services.

Back on the consumables side, the Grimes Hy-Vee features an expanded Candy Shoppe department with premium, novelty and nostalgic selections, along with a Hy-Vee Wine & Spirits department offering a walk-in beer cooler, a walk-in wine room and a walk-in humidor.

More familiar Hy-Vee food and grocery offerings include a full-service bakery with artisan and specialty breads, a patisserie, custom cakes and a cake decorator station; a full-service delicatessen serving shaved meats and cheeses, specialty cheese and charcuterie; a large fresh produce area with over 1,500 items (including 100-plus organic products); a full-service meat counter with a Chef’s Station, a dry-aged steaks case, and Chophouse and packaged meats; and a full-service seafood counter with sustainable options. There’s also an expanded HealthMarket with a bigger selection of vitamins and sports nutrition, a Starbucks coffee cafe, an expanded floral and gift shop, and a Hy-Vee Pharmacy with a drive-up window.

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Overall, Hy-Vee said, the Grimes store carries about 100,000 SKUs, including more than 10,000 specialty items and over 5,000 HealthMarket items. Also, at the southwest end of the store’s parking lot, a Hy-Vee Fast & Fresh convenience store offers on-the-go meal items, a Market Grille Express and grocery staples such as fresh produce and bakery items.

The Hy-Vee Grimes store operates 6 a.m. to midnight daily, while the Fast and Fresh is open 5 a.m. to 11 p.m. seven days a week. Hy-Vee said the new supermarket has created 400 local jobs, including 120 full-time positions.