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ShopRite cooks up new retail concept for meal shopping

Fresh to Table store-within-a-store offers one-stop destination

Russell Redman

October 15, 2020

3 Min Read
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ShopRite of Greenwich, N.J., launches the new Fresh to Table concept. Left to right: Rick Lynch and Maggie Adams of ShopRite of Greenwich; Steve Henig, Laura Kind and Joe Colalillo of Wakefern Food Corp.; Eric Zmuda of ShopRite of Greenwich; and Bob French of ShopRite of Hunterdon County.Wakefern/ShopRite

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.

ShopRite Fresh to Table-case display.png

The One Stop Dinner Shop displays showcases a weekly rotation of five-ingredient meals developed by ShopRite chefs and dietitians.

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.

Related:Wakefern brings new look to expanded Wholesome Pantry brand

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.

Related:ShopRite stacks more options in rebranded deli mobile app

“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.

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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