ShopRite has launched Fresh to Table, a store-within-a-store concept that spotlights meal solutions and healthy, on-trend foods in a variety of grab-and-go formats.
The Wakefern Food Corp. supermarket banner unveiled the first three Fresh to Table pilot locations this week at stores in Greenwich and Burlington, N.J., and Monroe, N.Y. Plans call for the concept to be rolled out to more ShopRite stores in the coming months, the Keasbey, N.J.-based grocery retail cooperative said.
Designed within each store’s footprint, Fresh to Table melds elements of the produce and fresh food departments to provide a one-stop-shopping experience for different meal occasions, including sections called Prep & Eat with ready-to-cook items, Heat & Eat with ready-to-heat and serve items, and Grab & Eat ready-to-eat meals. Prominent signage makes it easier for customers to navigate the space and choose meals, Wakefern said.
In addition, the One Stop Dinner Shop area showcases five-ingredient meals devised by ShopRite chefs and dietitians. Meal offerings change weekly. Selections for the first week of each store’s Fresh to Table launch include pumpkin soup, turkey-apple grilled cheese and herb-poached salmon.
ShopRite chefs and dietitians also draw from fresh departments across the store – including meat, seafood, produce, bakery and others — to highlight on-trend and seasonal foods for the Tasty & Trending section, designed to encourage shoppers to explore unique and healthy food options. Items change every two weeks.
The multipurpose Fresh to Table space, too, will include new and innovative specialty foods from ShopRite’s private brands, which include Bowl & Basket and Wholesome Pantry.
“Fresh to Table offers a whole new way to access fresh foods and meals,” Wakefern Chairman and CEO Joe Colalillo said in a statement. “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.”
In the Fresh to Table area, in-store and online messaging highlight unique ingredients and cooking solutions as well as tips on making better-for-you food choices, along with distinctive fresh offerings at ShopRite.
The concept also leverages a host of digital innovations to help customers save time, Wakefern noted. Customers can order Fresh to Table offerings online through ShopRite’s Order Express app for express pickup or home delivery via DoorDash. Fresh To Table items can be ordered online through the ShopRite from Home service as well. One Stop Dinner Shop easy-to-prepare meals also are featured on the Recipe Shop on ShopRite.com and can be accessed by scanning QR codes on in-store digital screens.
“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,” according to Steve Henig, chief customer officer at Wakefern. “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.”
Wakefern’s ShopRite banner has nearly 280 supermarkets in New Jersey, New York, Pennsylvania, Connecticut, Delaware and Maryland.