Report • 25.04.2024

“REWE voll pflanzlich” – The store concept of the future?

German supermarket chain experiments with first vegan store

Have you heard about REWE's (pronounced ‘ray vuh’) latest project? Two weeks ago, the food giant opened its first fully plant-based supermarket in Berlin-Friedrichshain in Germany. The innovative store offers an impressive range of over 2,700 vegan products – a step that is not only groundbreaking for the industry, but also reflects the growing interest in plant-based alternatives in society.

Refrigerated shelf with goods.
Source: pivopix_Christoph.Große

New brands and products

The "REWE voll pflanzlich" (REWE totally plant-based) store is not only a place to shop, but also a testing ground for new brands and products. With a selection of around 300 brands, including well-known names such as Rügenwalder, Oatly and Alpro as well as up-and-coming young companies such as Not Guilty and for foodies, the store offers a variety that goes beyond the boundaries of the conventional supermarket. From fresh fruit and vegetables to drugstore products and delicious snacks, there is something for everyone. It's a real supermarket – only completely plant-based.

A snack bar in the plant-based Rewe
Source: pivopix_Christoph.Große

Shopping experience

It's not just the range that is impressive, but also the shopping experience itself. The compact, clearly laid out store with its bright colors and modern design invites customers to embark on a journey through the world of plant-based foods. The team specially trained in the plant-based range can also help and advise.

Overview of the plant-based range
Source: pivopix_Christoph.Große

Sustainability and regionality

What makes the "REWE voll pflanzlich" store special, in addition to its product range, is its commitment to sustainability and innovation. With a variety of organic products and a focus on regional specialties, REWE sets an example for future-oriented and environmentally conscious corporate management.

A person with a shopping basket in front of the vegetables...
Source: Christoph.Große

Scan&Go and self-checkout

Another highlight of "REWE voll pflanzlich" is the smart checkout system, which makes the shopping process seamless and efficient for customers. With three self-checkout tills and the option of "Scan&Go", customers can easily scan and pay for their groceries themselves using a hand scanner or smartphone. This advanced technology allows customers to complete their purchase without long waiting times and contributes to a pleasant shopping experience.

Payment option in the plant-based REWE
Source: pivopix_Christoph.Große

The future of retail is green

The road to opening this unique supermarket was no easy task, but the result speaks for itself. This store is not only a test for a new store concept, but also a clear signal of REWE's commitment to the ever-growing vegan community. The "REWE voll pflanzlich" store is proof that the future of retail is green and sustainable. It is also an inspiring example of how retailers can develop innovative concepts to meet the needs of their customers.

Exterior view of the plant REWES
Source: Christoph.Große
Lena Schmidt

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