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Wakefern Banner ShopRite Launches New “Fresh to Table” Format at Three Locations

Wakefern Banner ShopRite Launches New “Fresh to Table” Format at Three Locations

Friday, October 16th, 2020

Fresh food has never been more in demand, and retailers like Wakefern and its ShopRite banner are capitalizing on the trend. The chain recently introduced a new format to three of its ShopRite stores, rolling out the “Fresh to Table,” store-within-a-store design, in Greenwich and Burlington, New Jersey, as well as in Monroe, New York.

Joe Colalillo, Chairman and Chief Executive Officer, Wakefern Food Corp.“‘Fresh to Table’ offers a whole new way to access fresh foods and meals,” said Joe Colalillo, Chairman and CEO. “Whether shoppers are looking for fresh from the oven prepared meals and sides or want pre-prepped ingredients to make every meal come together easily, this new concept promises to offer an exciting shopping experience that’s fun, fast, and delicious.”

The reimagined grocery concept was created as a way to reinvent fresh departments in traditional locations, according to a press release. The “Fresh to Table” format provides a one-stop-shop experience for a convenient in-and-out shopping trip for customers.

Within each “Fresh to Table” location, sections are set up to offer shoppers ready-to-cook items. These sections include the “Prep & Eat” area, ready-to-heat and serve items in “Heat & Eat,” and ready-to-eat meals called the “Grab & Eat” area.

Steve P. Henig, Chief Customer Officer, Wakefern Food Corp.“The ‘Fresh to Table’ space is a destination for shoppers looking for a quick snack, those planning to make a gourmet dinner, and everyone in between,” said Steve Henig, Chief Customer Officer. “The combination of wholesome, seasonal fresh foods, state-of-the-art technology, and convenience is designed to help our customers find the balanced meals they are looking for.”

“Fresh to Table” also incorporates quick, five-ingredient meals that are crafted by ShopRite chefs and dietitians in its creative “One Stop Dinner Shop” showcase. The new concept also touts a “Tasty & Trending” section that highlights on-trend and seasonal food items to inspire consumers to explore popular, healthy options across the aisles.

Wakefern Food Corp. and ShopRite executives gathered at a ribbon cutting on October 13 to celebrate the launch of the new “Fresh to Table” store-within-a store concept at the ShopRite of Greenwich

With digital integration a large part of the new format, “Fresh to Table” offers online ordering via the ShopRite app where customers can arrange to pick up groceries or have them delivered through DoorDash. Through the app, shoppers can also access “Fresh to Table” features and recipes as well as online messaging highlights that emphasize tips and ingredients for consumers to explore.

Though the new concept is currently only available in three locations, we’ve heard rumors that it will expand in the coming months. Be sure to stick with us at Deli Market News as we report.