Report • 29.06.2018

More than just a love of food

New EDEKA Zurheide invites you to stay

Düsseldorf features a new gem since earlier this year. EDEKA Zurheide Feine Kost has opened its largest supermarket to date in Berliner Allee. After three years of construction, it has opened its doors for business.

The impressive building, which used to be a Kaufhof department store, shines brighter than ever. Thanks to its glass façade, curious customers can catch a first glimpse of the new store and the many kitchens in the gastronomy section.

On 10,000 square meters, Zurheide showcases food, cuisine and experience to customers, who are initially likely to be overwhelmed. Rüdiger Zurheide, one of the two managing directors who gave us a tour of the store, concedes that German consumers are not used to the size and product variety yet. Zurheide presents three times the product selection your typical supermarket usually has to offer.

View into the basement; Copyright: Zurheide-Feine-Kost...
Wide corridors and beautiful light, not only in the basement of the EDEKA Zurheide.
Source: Zurheide-Feine-Kost

Huge and cozy

What sounds like a contradiction at first, quickly becomes clear as you walk around the store. Despite its enormous size, Zurheide exudes a familiar warmth and invites visitors to linger and browse.

How does it do that? The many design elements accentuate its unique sections. You walk through a produce market with a striking lighting concept, make your way to the organic food section, over to a wine specialty store or a cheese store. Customers don’t feel lost in the vastness of the market because the venue makes them feel like they are visiting many smaller specialty stores and shops.

organic department; Copyright: Zurheide-Feine-Kost
The organic department of the supermarket offers a variety of vegetarian and vegan products. All organic, of course.
Source: Zurheide-Feine-Kost

The supermarket also exudes a noticeable calmness. No sales offers or music are blaring in the wide, accessible aisles. Though this arrangement might not please all customers – after all, they are not used to shopping in a calm atmosphere like this -, “we primarily want to accommodate our employees in this case. We want to make sure they are not exposed to continuous background noise,“ says Zurheide.

Product selection remains paramount

Despite all the special features like the Juice Bar, the Champagne Bar, and other gourmet treats, the food takes center stage. "Aside from Tchibo and our drugstore department, we don’t sell any non-food items. We sell groceries.” Patrons can savor everything from the store brand to luxury wine brands.

What sets Zurheide’s product selection apart from other supermarkets and is already an inherent part of the store is its "our own fresh-made products are the best" mentality. In addition to the store’s own pasta factory and nearby coffee roasting plant, desserts are also made right on-site. "Originally, we also wanted to make our own fresh mozzarella cheese for our Mozzarella Bar, but we were unable to match our own self-imposed high quality standards."

That being said, the store does its own on-site curing. In addition to classics like ham and fish, the shop is always eager to experiment and try new things, such as “Fischbratwurst”, fried fish sausage, which has been enthusiastically embraced by the clientele.

Photo
Source: Zurheide-Feine-Kost

Shopping becomes a culinary experience

Gastronomy is a top priority. Thanks to the open kitchens and friendly ambiance, many small restaurants invite you in to eat and be amazed. From the vegetarian restaurant in the entrance area to the Grill Point, all the way to the Setzkasten - the gourmet restaurant of the store-,  customers can find whatever their hearts (and stomachs) desire.

Mozzarellabar; Copyright: Zurheide-Feine-Kost
The Mozzarellabar with many different dishes.
Source: Zurheide-Feine-Kost

All the products used in these venues can also be purchased on the spot of course. And not only that, the chef also includes the recipe upon request. After all, the store’s motto ‘We love food’ (Wir lieben Lebensmittel) already tells you that "freshly prepared foods made from fresh ingredients are important to us. Our customers can see that we really mean it by watching the food preparation live", says Zurheide.

This doesn’t just apply to prepared dishes, which can also be enjoyed in the pasta factory and the Mozzarella Bar. One special highlight is the oil press on the lower level of the store. Experts show interested customers live and on-site how walnut oil is extracted from walnuts. "We want to show customers how products are made and what actually makes them such high-quality items. This motivates customers to buy on-site and puts the higher price into perspective,” explains Zurheide.

There is a variety of customer feedback and it’s usually positive. Rüdiger Zurheide is confident about the future and hopes that customers will quickly receive and accept the new supermarket. "Humans are creatures of habit and have to be convinced to change. But we can do this."

Photo gallery: EDEKA Zurheide

Author: Nora Petig; iXtenso – Magazine for Retailers

related articles:

popular articles:

Thumbnail-Photo: In touch: iXtenso - Magazine for Retailers at EuroCIS 2019...
22.01.2019   #e-commerce #brick and mortar retail

In touch: iXtenso - Magazine for Retailers at EuroCIS 2019

The freshly printed retail trends are ready for you! Visit us in hall 9, booth E02!

There will be no boredom until and during the fair - which will take place in Düsseldorf from 19.02.-21.02.2019. That's why you can already read what you can look forward to in our EuroCIS 2019 trade fair special! As speedy reporters, ...

Thumbnail-Photo: Store Transformation drives Self-Service Technology...
08.01.2019   #Trade fair special EuroCIS 2019

Store Transformation drives Self-Service Technology

Self-Checkout Solutions at EuroCIS 2019

The annual “Global EPOS and Self-Checkout” report care of London-based market research and consulting firm RBR shows what is happening around the globe at self-service checkouts. According to the report, retailers worldwide ...

Thumbnail-Photo: Accurate and efficient: Artificial Intelligence for hiring and...
12.12.2018   #personnel management #artificial intelligence

Accurate and efficient: Artificial Intelligence for hiring and recruiting employees

"Other channels are no longer working": Interview with Melikshah Ünver from Taledo

Skilled labor shortage, high turnover rates and the challenges of digitization: recruiting and hiring top-quality employees is especially difficult in the retail sector, particularly when companies must shake off a dull and dusty image. This is when ...

Thumbnail-Photo: SMX Munich 02.-03.04.2019
08.01.2019   #event #marketing

SMX Munich 02.-03.04.2019

iXtenso readers receive 15% off their admission ticket

Innovations, trends and outlooks on SEO, PPC and online marketing will be presented at SMX Munich! Here, including workshops, the most important players and leading heads of the worldwide SEO, PPC and online marketing industry will gather in just ...

Thumbnail-Photo: Superdata PromoServer – Customer loyalty as a factor of success...
26.10.2018   #multichannel commerce #customer relationship management

Superdata PromoServer – Customer loyalty as a factor of success

All instruments for customer loyalty and sales in a single solution

Customer loyalty programs play a central role in the retail industry in order to secure the customer’s favor with increasing competition. With the expansion of the sales and communications channels, the challenge of customer loyalty has ...

Thumbnail-Photo: The new connection: Mobile payment via electronic shelf labels...
03.01.2019   #mobile payment #brick and mortar retail

The new connection: Mobile payment via electronic shelf labels

Interview with Alexander Hahn from digital payment service provider Wirecard

It’s a customer’s dream: no more waiting in line at the checkout counter. At this point, consumers can already scan their purchases with their smartphones, pay and leave the store. Wirecard collaborates with SES-imagotag and makes this ...

Thumbnail-Photo: Using digital data to drive brick-and-mortar retail success...
31.01.2019   #data analysis #brick and mortar retail

Using digital data to drive brick-and-mortar retail success

Advanced Outlet Analytics

When it comes to using and analyzing relevant data, brick-and-mortar retail lags behind its online competition. While e-commerce retailers use detailed data from web analytics, CRM, and Google searches to analyze user behavior and generate ...

Thumbnail-Photo: EuroCIS 2019: from the trade fair to the points of sale...
27.11.2018   #digitization #POS Solutions

EuroCIS 2019: from the trade fair to the points of sale

Analogue and digital elements merge in physical retail

Many digital tools presented at EuroCIS over the past few years, have become indispensable to retail today. Which in-store media asserted themselves and what is so special about them? And, beyond this, which tools and technologies have great ...

Thumbnail-Photo: retail trends: focus Retail Technology
12.02.2019   #mobile shopping #digital marketing

retail trends: focus "Retail Technology"

Omnichannel commerce, mobile shopping, seamless checkout – technology trends 2019

Would you like to find out about the latest retail technologies and hold something tangible in your hands at the same time?We'll be happy to send you a copy of our print edition retail trends: with the focus on "Retail Technology" ...

Thumbnail-Photo: Trend 2019: The digitization of the stationary retail trade...
29.11.2018   #digitization #omnichannel

Trend 2019: The digitization of the stationary retail trade

From retail to omnichannel business model

For stationary retailers, it is no longer enough to think individually about e-commerce or other digital strategies. Instead, the focus is on networking online, mobile and offline channels and implementing a multichannel strategy, the so-called ...

Supplier

Intenta GmbH
Intenta GmbH
Ahornstraße 55
09112 Chemnitz
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
AURES Technologies GmbH
AURES Technologies GmbH
Maisacherstr. 118
82256 Fürstenfeldbruck
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Allgeier Enterprise Services
Allgeier Enterprise Services
Westerbachstr. 32
61476 Kronberg im Taunus
Casio Europe GmbH
Casio Europe GmbH
CASIO-Platz 1
22848 Norderstedt
MobiMedia AG
MobiMedia AG
Rottpark 24
84347 Pfarrkirchen
Superdata EDV-Vertrieb GmbH
Superdata EDV-Vertrieb GmbH
Ruhrstr. 90
22761 Hamburg