Grocery
BOB EVANS | MARKET COLUMBUS, OH Allison Bartholomew, Rachel McGinns, Julie Vash
Earlier in the semester our class broke down what the new Bob Evans could potentially be, our group was particularly interested in the idea of a “to-go” grocery. The concept is similar to that of one of our precedents, Whole Foods, where there are self-served prepared meals are ready-to-go for a busy family or a college student just starting to learn how to make meals. We combined that with a more traditional fast-casual restaurant as well as convenience grocery for a more versatile experience. Our group really focused on having prepared foods to-go because when we did survey research with our peers on campus an overwhelming majority of students go home to eat after classes are finished in the evenings rather than going out. First, we analyzed the current concept of the Bob Evans Restaurant and identified several things that do not appeal to the millennial generation. Most fast casual dining experiences have limited contact with the staff, usually multiple workers in only one region of the restaurant. During our experience we had multiple people service our table, most millennials prefer a hands off dining experience. Next, the menu as well is a very large and overwhelming, seven spreads force us to chose something quickly even though it may not be exactly what we want. Finally we also looked at the existing grocery that is inside of Bob Evans. The current trend with millennial generation is fresh food with no preservatives or pesticides. The first thing that stands out in the current Bob Evans checkout grocery is that there are a lot of brightly colored signature sauces and canned preserves. Millennials are more skeptical of canned goods because they are recognized as last year’s harvest, rather than today’s fresh picking which is perceived as better. At the counter customers are invited to buy fresh baked bread, however it is wrapped in plastic wrap. Unfortunately, rather than thinking it is being sealed to keep freshness, millennials assume it is several days old. We wanted to get Bob Evans away from being the highway road trip stop. Therefore, we mapped the spots that had a lot of people around them, which were urban populations, specifically around Columbus. From there we focused in on our target demographic, which was 22- 29 year olds. We mapped important things like nearby markets, universities and finally where the most 22- 29 year olds were. this is indicated by the grey areas. the darker the grey, the more 22-29 year olds there are in that area. Keeping all these considerations in mind, we formulated 3 possible sites for our prototype. We have one corner site in Easton shopping center. We have one infill site in the Short North. We have one stand alone site in the south campus Gateway area. We decided to develope the Gateway prototype because it is immediately south of campus, accessible to students, who are our main target demographic. Our Bob Evans Market is a versatile pre-engineered box where the size and program can change depending on the site and what the demands are for that particular market. We chose this program because of the demands this particular market required. We integrated the restaurant, kitchen, cafe and the grocery together to be better used and shared between the three programs. We also added a second floor for a study space for students to use since this particular Bob’s is located on the South Campus.
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1. Cafe 2. Order Restaurant Food 3. Restaurant Seating 4. Hot Food Take-Away 5. Prepared Foods 6. Market Deli 7. Restaurant Refrigerator 8. Market Refrigerator and Freezer 9. Restaurant Freezer 10. Checkout 11. Kitchen
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