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Hy-Vee opens 'reimagined' grocery store

Food hall, pub, digital tech and in-store shops create a different kind of supermarket

Russell Redman

September 17, 2021

17 Slides
HyVee new store-Grimes Iowa.jpg
Hy-Vee said the 93,000-square-foot store in Grimes, Iowa, opened Tuesday, marks the “first entirely reimagined grocery store” in its Midwestern market area.Hy-Vee

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.

Related:Hy-Vee shapes up shopping with fitness gear shops

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.

Related:Hy-Vee to deploy eyeglass kiosks in stores

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.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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