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: Consumer adoption of retailer mobile apps doubles...
06.09.2018   #digitization #app

Consumer adoption of retailer mobile apps doubles

67 percent of consumers use a retailer app on their phone

As mobile shopping continues to grow, consumers are downloading retailer’s mobile apps at double the rate of years past and conducting more in-app purchases, according to new findings from Synchrony. As the mobile channel becomes ...

Thumbnail-Photo: Top-Toy strengthens stores with digital initiatives...
02.10.2018   #brick and mortar retail #digitization

Top-Toy strengthens stores with digital initiatives

Digital initiatives to boost the stores and ensure competitiveness

A highly competitive market with frequent campaigns such as Halloween, Black Friday, and Christmas puts great demands on retailers. This is also the case with Top-Toy, the leading Nordic toy group, which operates the Toys "r" ...

Thumbnail-Photo: Toshiba is the leader in EPOS technology
18.10.2018   #cashpoints, cash register, cash desk #self service terminals

Toshiba is the leader in EPOS technology

Nearly 50 percent growth in self checkout market share

Toshiba Global Commerce Solutions (TGCS), the global market share leader in installed retail point of sale (EPOS) technology, has rapidly-grown its worldwide self-checkout (SCO) market share by 46 percent, according to research and consulting ...

Thumbnail-Photo: Real-time personalization: “A ten percent sales increase is possible“...
19.12.2018   #digital marketing #customer analysis

Real-time personalization: “A ten percent sales increase is possible“

Interview on individualized user experience with Gregor Wolf, Managing Director of Evergage GmbH

"Customers who bought this washing machine also bought these socks." Customers don’t want to see bad recommendations like this one when they shop online. But how can retailers suggest items that are more relevant to customers? We ...

Thumbnail-Photo: Mastercard moves beyond signatures worldwide...
05.11.2018   #POS Solutions

Mastercard moves beyond signatures worldwide

It is the first network to make signatures optional on the card and in the store

For cardholders, not needing to sign creates a faster and more streamlined point of sale experience. Today, consumers experience this when they tap to pay contactless card payments are quick, secure and don’t often require a signature. This ...

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: 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: Standard cognition opens San Francisco’s first public cashierless store...
20.09.2018   #cashpoints, cash register, cash desk #self-checkout systems

Standard cognition opens San Francisco’s first public cashierless store

Consumers can shop and pay without scanning or stopping to check out

Standard Cognition, which is eliminating the hassle of retail checkout by removing it entirely, announced today that it has opened San Francisco’s first public cashierless store. Located at 1071 Market Street, the Standard Market ...

Thumbnail-Photo: Marketing automation: The USP of the online world...
25.09.2018   #online trading #customer satisfaction

Marketing automation: The USP of the online world

How to successfully develop a personalized sales approach almost automatically

Every day, marketers grapple with a mixture of database, web analytics, communication, workflows, and CRM synchronization. Processes today can be summarized, analyzed and optimized with the help of marketing automation - for a personalized sales ...

Thumbnail-Photo: App-based self-checkout
23.08.2018   #mobile payment #self-checkout systems

App-based self-checkout

Edeka offers mobile self-scanning with snabble

Snabble introduces its technology to the stores of Edeka Rhein-Ruhr. Customers will be able to scan items with their smartphone while shopping and pay at payment-terminals at the exit. First store launched will be Edeka Paschmann in ...

Supplier

Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
Verifone (UK) Limited
7 Cowley Business Park, High Street
UB8 2AD Cowley, Uxbridge
AURES Technologies GmbH
AURES Technologies GmbH
Maisacherstr. 118
82256 Fürstenfeldbruck
Superdata EDV-Vertrieb GmbH
Superdata EDV-Vertrieb GmbH
Ruhrstr. 90
22761 Hamburg
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden