urban fresh
a meal-centric market
Table of Contents Introduction
Design Abstract Goals
6 8
12 14 16 18 19 20
Background
History of Supermarkets Food Deserts Changes & Trends Shopping Behaviors Food Behaviors Functional & Technical Issues
Program
Adjacencies Store Planning Departments
Research and Analysis Users Precedents Site Analysis Site
Design Process Schematic Design Iterations
Final Design Iteration
24 25 26
30 32 34 35
38 44
Final Design Strategy Concept Smart Phone App SmartCart Inspiration Images
48 50 52 54
Space & Circulation Diagrams Floor Plans Reflected Ceiling Plans Learn to Cook Prepared Meals Order & Pick-up Shop & Cook at Home Materials
58 60 62 64 66 68 70 72
Final Solution
Bibliography Sources
Photo Credits
76 78
Introduction
Design Abstract
Access to fresh foods is an important piece of a healthy community pertaining to both the physical health and the economy of its residents. Food access within the neighborhood of Over-the-Rhine in Cincinnati, Ohio, is limited and considered a food desert. This project will design a facility to provide healthy, fresh foods in Overthe-Rhine through an urban market format. The primary focus of this project is to integrate trends and changes in the way people shop into a tailored shopping experience. The secondary focus is to build healthy relationships between consumers and food. 6
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Goals
To gain comprehensive knowledge of and demonstrate understanding through the implementation of this design--existing grocery store design standards, supermarket planning concepts, and consumer research that affects grocery design. To design an interactive food shopping experience that caters to developing trends in grocery shopper ’s behavior and builds healthy relationships between consumers and food. To design a concept and shopping experience that could be further developed and realistically be implemented in a real world setting. 8
9
Background
History of Supermarkets
Multiple small-format stores must be shopped to fulfill grocery needs. There are numerous individuallyowned stores clustered together because travel is primarily done on foot.
A&P began the economy grocery store format.
1900 Grocers only carry dry and canned goods. Fresh foods are sold by butchers, bakeries, vegetable stands, etc.
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1912
King Kullen, America’s first supermarket, opens in a warehouse on the fringes of New York City with a bazaar-like atmosphere.
1920
Chain stores such as Kroger, American Stores, and others became the dominant force.
1930
1940
Chain stores begin consolidating small service stores into larger supermarkets, often replacing many stores with one large, new store.
The transition to supermarkets was largely complete, and the migration to suburban locations was beginning.
1950
Backlash from shoppers about costs of new interior amenities is answered with a new trend known as discounting. Specialty departments begin showing up in supermarkets.
1960
Exteriors of stores become more subdued and in response interiors become colorful replacing the stark whites common in the past.
Whole Foods Market opens first store September 20, 1980.
1970
In 1972 Kroger’s new superstore prototype is introduced with specialty departments and an orange, gold, and green color palette.
1980
1990
Tesco Homeplus in Korea launches virtual stores at subway stations where people can shop with phones and have groceries delivered to their homes. USDA adopts national standards for organic foods.
2000
The discounting movement is amplified by Extreme Value formats. Middle range stores begin to disappear, mainline stores become more upscale, and low-end stores move toward a warehouse model.
2010
Fresh format sector continues to grow with the opening of the new chain Fresh Thyme Market opening its first store.
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Food Deserts Limited Supermarket Access Map of Cincinnati
Areas with limited access to a variety of healthy and affordable foods are known as food deserts. The USDA defines a food desert as a 10-mile area where at least 500 people reside more than one mile from a large grocery store. More than 23.5 million Americans do not live within one mile of a grocery store. Rural areas are often considered to be food deserts since the focus on supermarkets has been on suburban areas for many decades. Areas that are more likely to be a food desert typically contain large proportions of lowincome individuals who have limited access to transportation. People who live in food deserts have a higher risk of obesity and diet-related illnesses. The lowest rates of obesity are for adults who live in neighborhoods with supermarkets. 14
25% of Cincinnatians live in food deserts,
which is below the national average of 24-34 grocery stores within one mile of all residents.
According to the Greater Cincinnati Community Health Status Survey
1 in 3 Cincinnati adults are obese.
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Changes & Trends
Occasion-Based Shopping
Curated Displays
Component Cooking
The shopping trip focus is shifting to “exactly what I need when I need it”.
Shopper’s want curated shopping experiences to help them make selections and introduce them to new foods and food combinations.
We no longer live in a cooking culture. We live in an eating culture. Everyone eats and thus this culture is more inclusive.
Retailers are reducing the number of Stock Keeping Units they stock. This improves the shopping experience and boosts sales.
Less people cook from scratch (23% of adult meals).
Shopping trips now consist of 51% occasionbased grocery trips, 26% fill-in trips, and 23% pantry-stocking trips. In the past people shopped once a week or biweekly. The average shopping trip today is 2 times per week. The largest driver of occassion-based shopping trips is dinner at 30%.
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More and more consumers favor smaller market experiences that facilitate a connection with food and producers.
Shopper’s purchase chopped, cut, diced, marinated, or prepared products to combine and create dishes. The majority of adult meals (77%) involve at least some prepared foods.
Changes in How We Eat
Technology
New Taste Experiences
People are eating alone more often as families get busier with multiple schedules and various eating requirements.
Shopppers are using technology to compare prices, check nutritional information, find recipes, and create shopping lists.
48% of people have tried a new food on their last eating occasion.
Snacking is increasing as we eat fewer meals together; it has nearly doubled since 1977.
Technology is becoming an active part of shopping through virtual stores, through on-line and in-store ordering, and delivery services.
U.S. Department of Agriculture’s Continuing Survey of Food Intakes by Individuals found that people eat 25% of their calories outside the home or in meals prepared by someone else. When and what we eat has changed.
Apps are being developed to navigate shoppers through stores, deliver customized digital coupons, and share food experiences. Multiple scan, bag, buy formats are being developed and tested across the retail market.
Millennials are driving the grocery industry over the next 5 years and they seek new globallyinspired flavors. The availability of unique products drives the shopping location for 62% of consumers. 76% of meals or snacks are decided upon within an hour or less of eating. Retailers who guide consumers to new food experiences will win loyalty and drive sales.
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Shopping Behaviors
The decision on where to shop is usually based on emotional stakes. People walk and reach to the right, and 1 out of 6 shoppers use their right hand to shop. Reflective surfaces slow people down. Shoppers boomerang down aisles, turning around half way down. 60-70% of grocery decisions are unplanned. Shoppers are less brand loyal than they are susceptible to impressions and info they acquire in the store. The more employee-shopper contacts the higher the sale. In urban areas only 7% of people leave with more than 2 bags and 23% leave on foot. Food experiences satisfy more than hunger. Foods provide a way to express oneself, fulfill emotional-based desires, and create tangible connections to people and cultures. Research has found that in a blue grocery environment customers made purchasing decisions faster yet browsed longer. Having choice increases autonomy, control, and liberation of the shopper; while a large array of selection discourages and prevents them from making decisions. 18
Food Behaviors
Foodways are the result of nutritional needs, economics, ecology, biology, psychology, and historical accident. What we eat is a learned behavior; therefore our favorite foods tend to be those we were raised eating. Environment, health, economics, work dynamics, family, politics, religion, status, fad, and taste changes all are factors that change food. Our Identity is often constructed and communicated in regards to food--which can convey a symbolic mix of religion, philosophy, and lifestyle. We crave for bulk calories, fat, sweet, sweetsour, and salt because of biological means from hunter and gatherer times; our desires are less functional in modern times. Food provides feelings of security, control, communication, and nurturance. The pleasures of the table have been celebrated in all lands and all time periods. The 5 major cultural processes of food include production, regulation, representation, identity, and consumption. The process of cooking serves as a mediating category between realms of nature and culture. 19
Functional & Technical Issues
Occupancy Mercantile Group M Includes up to 10% of floor area for incidental storage considered in the same occupancy group. International Building Code uses half plumbing load at 1 water closet and 1 lavatory each (men and woman) per 500 people. 1 drinking fountain is required. 500’ maximum travel distance to restroom. 250’ maximum travel distance to exit.
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Typical Layouts
Environmental
Sensory departments such as bakery, produce, and floral activate salivary glands through sight, smell, and taste; and are placed at the front.
North facing storefronts eliminate high peak solar effects from storefront glass.
Fresh foods are on the perimeter of the store. Items such as meat, eggs, and dairy are strategically placed in the back of the store. Packaged goods are in the center aisles. There are three layouts that are typically used in store design. They are known as the Grid Layout (fixtures run parallel to the walls), the Loop Layout (clearly defined main aisle that circles through the store), and the Free Flow Layout (no set aisles or straight lines).
Energy costs in grocery store operations are high from large refrigeration loads. Temperature control and dehumidification (4045% relative humidity is ideal) are required to reduce energy consumption, to maintain product quality, to reduce case frost, and to keep case glass surfaces clear. Diffused daylight is attractive lighting for fresh produce and also creates a pleasant background for focused lighting on packaged products.
Deliveries
Receiving & Storage
ADA
Deliveries will be made by semi and straight trucks. The site needs to accommodate ingress/ egress of tractor trailer trucks with 52’ trailers.
Spaces required for receiving product include an unloading area and a holding area for checking in orders.
An accessible checkout aisle should provide a minimum of a 36-inch-wide access aisle.
Delivery times will mainly occur between 6 a.m. to 2 p.m. Multiple deliveries could occur at the same time. The site needs to accomodate queuing delivery trucks.
The standard size wooden pallet is 48” x 40” and weights between 50-100 lbs each.
Several weekly pickups of trash, cardboard, and recycling will also occur in the delivery, or near the delivery area.
Backstock space is required for products that cannot be “packed out” onto sales floor fixtures. This space needs a temperature between 50 °F and 70 °F. Product must be stored 6” above the floor. Chemicals and cleansers must be stored away from food.
If 1 to 4 checkout aisles are provided at least 1 should be accessible. If more than 5 to 8 aisles are provided 2 accessible aisles are required. Each type of checkout, including express lanes, must have an accessible checkout aisle. A 36” wide accessible route is needed with a slightly larger space provided at corners. Where food or drinks are served a nearby counter of at least 60” long and no higher than 34” provides an accessible counter.
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Program
Adjacencies
BOH
DAIRY DELI
KITCHEN MEAT
This diagram represents the typical departments found in a supermarket. The thick gray bars indicate direct adjacencies, and the gray dots portray the indirect adjacencies.
PREP FOODS
FROZEN
BULK
Most supermarket floor plans follow a standard layout in their adjacencies for departments. Specialty stores tend to bend the guidelines for these rules more frequently--changing them to push the idea of their concept.
PRODUCE COFFEE GROCERY
BEER/ WINE
Urban format grocery stores are shifting these adjacencies even further to fit into smaller spaces and provide experiential shopping experiences. CASHWRAPS
Many of the direct adjacencies exist to streamline operations and sharing of equipment between departments. By breaking these adjacencies stores can anticipate an increase in labor and labor hour costs. 24
CHEESE
BAKERY
COMMUNITY SPACE ENTRY
Store Planning
The square footage requirement for Urban Fresh is 5,000-10,000 sq. ft. The median grocery store size is 47,500 sq. ft. Smaller format stores typically fall in the 10,000 sq. ft. size. The average size of a specialty food store is slightly over 5,000 square feet, with 1,366 SKUs, and nearly 2,000 customer’s purchasing each week. Stores under 2500 sq. ft. rarely have the room needed to operate a full service kitchen. Stores that are over 2500 sq. ft. are better equipped to handle some type of food service section. When planning food service spaces, estimate 2 sq. ft. of preparation space for every 1 sq. ft. of selling space. Ceiling height requirements have a broad range. The ceiling of Marsh in Naperville, IL rises to a height of 32’-0” in the central marketplace, while in the surrounding area descends to 13’-0”; Lidl in Mannheim, Germany has 11’-0” ceilings; and max.center in Wels, Austria has almost 39’-0” ceilings. 25
Departments Back of House
Bakery
Beverage
The back of house functions should occupy up to 10% of the total square footage of the building.
The bakery requires approximately 12’-0” linear feet of display cases and/or shelving.
The Beverage department will consist of a beer and wine selection.
The provisions requiring back of house spaces include: Receiving Walk-in cooler and freezer Walk-in produce cooler and prep room Dry stock storage & supply storage Restrooms Office space and safe Cleaning area Refrigeration protocals Sprinkler, water heating, and filtration Electrical equipment & HVAC
Items that are merchandised in the bakery department include: Bread Pastries Cakes
Sales floor merchandising needs include: Refrigerated cases Dry shelving
Bulk Foods
Customer Services
Bulk foods provide customers the option to buy small quantities of dry items such as grains, flours, beans, and herbs from self-service bins on the sales floor.
Various spatial needs are required to round out the services needed for a grocery store.
Specialty stores with bulk food departments average 44’-0” linear feet of bulk bins. Space on the sales floor will also be needed for scales, packaging, and labels. Back of house needs include: Dry Storage Refrigerated storage Packaging Storage Work space for filling bins
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Other requirements needed to service the bakery include: Walk-in cooler storage Walk-in freezer storage Backstock storage Kitchen
These additional spaces are: Carts Shopping baskets Registers by store size 2 (5000 sq. ft.) 5 (10,000 sq. ft.) Order pick-up Classroom space Demonstration space Café seating for 20 people 200 sq. ft.
Approximately 20’-0” linear feet of merchandising space is required. Back of house dry storage space will also be necessary.
Dairy The dairy department includes: Juice Milk Eggs Cheese Gourmet cheese Various other refrigerated items Space requirements by store size: Display case - 21’-0” linear (5000 sq. ft.) Display case - 44’-0” linear (10,000 sq. ft.) Walk-in cooler - 82 sq. ft. (5000 sq. ft.) Walk-in cooler - 40 sq. ft. (10,000 sq. ft.)
Frozen Frozen doors will merchandise various items. Space requirements by store size: Display case - 9’-0” linear (5000 sq. ft.) Display case - 19’-0” linear (10,000 sq. ft.) Walk-in cooler - 35 sq. ft. (5000 sq. ft.) Walk-in cooler – 89 sq. ft. (10,000 sq. ft.)
Grocery
Kitchen
Grocery gondola shelving varies significantly across different formats of stores. Supermarkets have large numbers of linear footage for dry goods, while smaller, specialty stores have limited footages.
The kitchen will service the bakery and prepared food cases.
Grocery aisles stock all dry and shelf stable products. Supermarkets also include shelving for bath and body care products, pet supplies, and cleaning products. Urban Fresh has a focus on fresh and food and will not stock these items.
Prep equipement needed includes: Ovens, range, and griddle Charlbroiler Panini grill Dishwasher 3-compartment sink Hand Sinks Prep tables Refrigeration & frozen storage
The linear footage goal is approximately 150’-0”. Backstock storage is also required.
To serve the needs for these operations the kitchen needs to be 500 sq. ft.
Meat & Seafood
Prepared Foods
Produce
Urban Fresh will provide packaged selections, and will not have butcher services in-house because of the small footprint of the store and since Findlay Market and Avril-Bleh & Sons Meat Market are near-by.
Urban Fresh will provide both hot and cold prepared foods.
Produce requires three forms of merchandising displays on the sales floor: Dry displays Refrigerated green rack misting cases Refrigerated cases
Selections will include: Packaged butcher meats Frozen meats & seafood Space requirements by store size: Display - 25’-0” linear (5000 sq. ft.) Display - 32’-0” linear (10,000 sq. ft.) Walk-in storage – 145 sq. ft. (5000 sq. ft.) Walk-in storage - 237 sq. ft. (10,000)
Merchandising requirments include: Hot service cases Cold service case Approximately 33’-0” linear feet of merchandising space is needed. Back of house needs to service this operation includes: Dry stock Walk-in cooler storage Walk-in freezer storage
Retail space requirements by store size: 21’-0” linear feet (5000 sq. ft.) 33’-0” linear feet (10,000 sq. ft.) Back of house areas include: Walk-in cooler storage Refrigerated prep room Water filtration system
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Research & Analysis
Users
Urbanite Lives, works, and plays downtown. May own car but primarily travels by foot. Grocery shops in community. Shops multiple times a week. Has a grocery budget but splurges for special occasions. Eager for new food experiences. 30
Professional Works downtown. Commutes from the suburbs by car. Purchases groceries at multiple locations. Shops on way from work to parked car. Has disposable income. Food exposure varies. 31
Precedents Tesco Homeplus Located in South Korea, Tesco Homeplus has virtual stores located at subways and bus stops. These stores are back-lit screens that look like grocery shelves of product. After downloading the app, on-the-go customers shop using cell phones by scanning items on the screen. Orders are then delivered to their homes. My take away from this precedent is the innovative, convenient, and accessible nature. The grocery industry is already seeking new approaches that add convenience to the customer such as home delivery, on-line ordering, and drive-thru pick-up. Technology has the power to further drive these aspects.
Bi-Rite Market Bi-Rite Market is a small, 3,500 square feet, store in San Francisco. When Sam Mogannam took over the family-owned business from his father he made the kitchen the heart of the store so everyone can hear and smell the action as it’s happening. They pride themselves on being a one-stop shop with a selection of products that they’ve carefully edited to be the best. They believe that food brings people together, and have an education center called 18 reasons that builds community through cooking food interactions. I pulled inspiration from Bi-Rite’s focus on education and prepared foods for my project.
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Fresh Thyme Fresh Thyme is a new grocery format that averages 25,000 square feet per store. There focus is on fresh, local, and organic foods with produce placed at the core of the floor plan. There strategy is combining the spirit of the farmer’s market, the convenience of a neighborhood market, with offerings of a natural foods market. The cater to the educated consumer and aim to provide a vibrant, fun shopping experience. The shift in floor planning guided me in methods for changing the way a typical store is laid out. In addition, they influenced me in the development for creating the shopping experience.
Good Foods Market & Cafe Good Foods is a community-owned food cooperative in Lexington, KY. Good Foods has a 10,000 sq. ft. full service market and a 3,000 sq. ft. cafeteria style cafe. They focus on natural and organic foods, and are very involved in their community. The influences of Good Foods are numerous-having spent 10 years working there in positions as cashier, front-end assistant manager, and marketing manager. My understanding of the industry, day-to-day operations, policies, customer service, merchandising, public relations, and advertising all stem from my onsite experiences in the grocery industry.
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Site Analysis
residential
34
business
grocery
parking
retail
street car
Land Use & Existing Grocery
Foot and Vehicle Traffic
Parking & Street Car Route
Finding a location that was near residental areas and the business district was an important site consideration because of the users groups for Urban Fresh. Being within an existing retail district was also an important factor for increased visibilty and foot traffic.
A location with high visibility is an important factor for a retail operation. Therefore choosing a site within existing high traffic areas was essential. Arrows represent vehicle traffic density and direction. High areas of foot traffic are signified by foot prints.
This diagram displays the relationship between residential areas, the business district, retail locations, and existing grocery stores in downtown Cincinnati, Ohio.
This diagram pinpoints where residents move within the downtown Cincinnati neighborhoods to acquire purchases, and narrows down the best streets to locate Urban Fresh.
In order to provide convenience to both the car driving user and the public transit user a site that is conveniently located near parking lots and public transportation stops was required. Surface parking locations are represented in black. The street car route is in green, with stops represented by dots. This diagram narrows down the convenient locations in relationship to transportation options for the intened users.
Site 721 Main Street Cincinnati, Ohio
Building Properties High visability from 8th and Main Street corner location. First and second floors of 2 adjoined buildings.
buldings
parking
site
Existing building is 2-stories on one side and 6-stories on the other side. 10’-0” ceilings. 11, 709 square feet total. 7,598 square feet on 1st floor. 4,111 square feet on mezzanine. Street entry egress is on grade. No direct sunlight. Storefront glass is North and East facing. Delivery by 52’-0” trucks achievable behind store. Trash, recycling, compost, and cardboard compactor space available in back. Adjacent parking lots for surface parking. Metro bus stop across the street. Street car stop at adjacent corner. 35
Design Process
Iteration One Community, Food, and Education At this point in the design development there was a larger focus on community and activities. This was reflected in the project statement; “The intent of this project is to provide a facility that encourages building community through food�. The objective at this point was to provide a full-service market with a focus on education, food-centric activities, and building relationships with the community. This is seen through the parti of interlapping circle on the far right. Only one floor of the building was being utilized for the spatial planning. Organic forms were being considered to represent the overlapping relationships of community, food, and education. There was an attempt to begin pushing the boundary of the exterior wall to connect with the outside neighborhood through a coffee window; and considerations for using the outdoor space between this site and the neighboring building were beginning to develop.
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Entry and Customer Service
Prepared Foods
Receiving BOH Restrooms Community Board
Frozen
Dairy
Kitchen
Meat
Prep Foods
Bulk
Parti Grocery
Cheese Demonstration Space
Bakery
Coffee Window Coffee
Registers Produce
Customer Service
Community Market
Seating
Carts Entry/ Exit
Name and Logo
Walking through Produce
Checkouts and Exit
39
Iteration Two Community Rooms
Community & Food
Open to Floor Below
Struggling with meeting space requirements after the first iteration I looked into options of occupying the second floor, but removing some of the floor plate would be necessary. After some advising over structural concerns it was determined that part of the second floor plate could be removed to open up the interior space for visibility and access to the second floor. In addition, opening up the floor plate would provided much needed vertical space for signage and lighting. My design was driven at this point of two overlapping circles and how that related to the plan layout of the space. These circles were derived from pairing down the original concept of community, food, and education into two ideas--community and food. The right side was designated for food services and the left to community activities. Produce moved to the front right of the store and broke through the storefront using garage doors on the interior and a shoppable vertical garden on the exterior. To bridge the two zones a two-sided demonstration kiosk and teaching kitchen. The outdoor space between the the neighboring building became occupied as outdoor seating and for an indoor/outdoor bar. Upstairs contains many back of house functions and a large seating area that looks down into the sales floor.
Meat Frozen & Dairy
Kitchen Cheese & Bakery
Bulk
Coffee Bar
Produce Seating
Meal Center Gondolas Registers
Outdoor Seating
community
40
Prepared Foods
'SQQYRMX] 8EFPI 9VFER 1EVOIX
food
Parti
Seating
Entry/Exit Demonstration Kiosk & Teaching Kitchen
Name and Logo Indoor/Outdoor Bar
Walking In from Main Street
Interior View of Wine Tasting Bar
Produce and Exterior Herb Garden Wall
Demonstration Kiosk and Kitchen
41
Iteration Three BOH
Technology
Occasion-Based Shopping
Scan, bag, and go.
Dinner made easy meal centers.
Shopping lists from store inventory.
Kitchen demonstrations.
Vertical Garden
Open to Floor Below
Kitchen Demonstration Counter Seating
In-store product navigation.
Taste experience end caps.
Instant check out for app users.
Community recipe sharing.
Create, share and access recipes.
Food pairing ideas.
Food pairing ideas.
Wine and beer tastings.
Kitchen
Bakery Frozen
Meat & Seafood
Dairy
Component Meals
Grocery
Cheese
Deli
New Tastes
Education
Peeled, cut, and ready selections.
Kitchen demonstrations.
Take and bake selections.
Taste experience end caps.
Prepared Foods Indoor/Outdoor Bar Produce
Exactly what you need bulk selection.
Wine and beer tastings.
Single serving prep foods.
Grilling demonstrations.
Dinner made easy meal centers.
Vertical gardens.
Scan, Bag, Go Kiosk Herb Garden New Tastes Kiosk Registers Grilling Station
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Wine & Beer Outdoor Seating
After the first semester of research and schematic design, and a semester co-oping at Kroger designing grocery stores the design took a major shift. The focus shifted further toward food; specific food experience moments were created to make connections with shoppers; the community spaces were reduced; and technology became a critical component of the shopping experience. Four focal points pulled from the research of shifts and trends within the industry drove the experiences and design.
Herb Garden & Scan, Bag, Go Kiosk
Produce, Dairy, and Bread at Entry
Outdoor Bar
Upstairs Seating & Kitchen Demonstration Counter
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Final Design Iteration
BOH
Seating
It’s All About the Meal
44
BOH
Frozen
Meat & Seafood
Prepared Meals
Bulk
Produce Pick-Up
Grocery
Kitchen
Pick-Up
Dairy
Grocery
Wine & Beer
Feedback from the previous iteration three made it obvious that too many ideas were trying to be expressed in the design. After much analysis of the many components and deciphering down the core of what was trying to be accomplished through the multiple components--it boiled down to the meal was the heart of the store. To provide various options to the customer to walk-in and get a quick and fresh meal every day. This put the kitchen at the core so the customers could see, hear, and smell the activities of preperation. Cases surround the kitchen to showcase these meals. By placing the meals in service cases, the opportunity to provide food samples becomes integrated into the design of the layout and case. The demonstration space and cooking classes become integrated into this space. Then, technology can support these activities by supplying recipes, tutorials, shopping lists, and in-house navigation for items. All these pieces combine to support the quick and convenient meal for any level of cook or any timeline for getting dinner on the table. This final iteration leads directly into the final design.
Classroom & Demos Carts
Produce
Classroom Kitchen and Demonstration Space Elevation
Meal Center Cases
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Final Design Strategy
Concept Two new meals Daily and Eight options Every Day. Learn to Cook View the class schedule on our app. Sign up for a daily cooking class. Watch cooking tutorials through the app. Access cooking tips and tricks on the app.
Shop to Cook at Home Sync Urban Fresh account to cart or use app on phone. Choose meal from options. Select shopping list and follow in-house navigation to shop. Scan and bag as you go. Auto pay as you walk out the door. Follow recipe and tutorials on app at home. 48
Order & Pick-up View smart phone app for meals options. Order meal choice through app. Choose between: Ingredients to prepare meal at home. Ready to serve prepared meal. Heat and serve prepared meal. Pay at time of order through app. Pick-up on your way home.
Prepared Meals Peruse the meal cases in the core of the store. Each case features a different meal. Taste as you go to help make up your mind. Order any serving size you desire. Choose between: Ready to eat in-house meal. Ready to serve take away meal. Heat and serve take away meal. Auto Pay with app. 49
Smart Phone App Home Page Meals - view the daily menu. Shop - lists and navigation. Order - pre-order a meal for pick-up. Classes - view classes and sign up. Recipes - make the meal at home. Tutorials - cooking tips and tricks. Sync - your phone and cart. Account - payment and saved info.
Consumers are actively integrating multiple functions of technology into their shopping experiences--from recipe apps that produce shopping lists; price comparison apps; health apps that determine calories from food; on-line shopping with pick-up or delivery options; and more. Multiple grocers are testing formats to incorporate the convenience of technology into customer shopping experiences-apps that provide customized sales and coupons; in-house shopping navigation; various scan, bag, go formats that eliminate check-out lines; and smart carts that alert you of specials in each aisle. Technology is an integral component at Urban Fresh--combining multiple existing formats of technology to create a unique shopping experience for our shoppers. Our app and carts sync. Shoppers may also use one without the other to cater to shoppers without smart phones or who prefer to shop without a cart.
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Sync
Navigation
Auto Pay
Free your hands and use SmartCart.
Select a meal.
Never wait in line to pay.
Sync your app info with SmartCart.
Ingredients are added to your shopping list.
Add payment information to account.
Navigation system will show where items are located in store.
App automatically checks you for payment when you complete order.
Bag as you go.
Sale items and specials will pop up when you are near them.
GPS location automatically charges account if you exit store.
On screen navigation.
Search for any item.
SmartCart shows your items scanned and running total.
Available on phone app and SmartCart.
Registers available for those not using auto pay feature.
Scan items with SmartCart handle. SmartCart has weight & scale feature for items placed inside
Sale incentives for auto pay users.
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SmartCart
The SmartCart features a wireless enabled monitor with GPS location services. You can sync your smart phone app information to the cart to go hands-free while shopping. The handle bar scanner allows you to scan and bag as you shop. A weight mechanism in the cart recognizes items placed in the cart. Once your shopping trip is complete there is no need to wait in line. Check-out is automatic through the app integration--just grab your bags and go on your way! 52
Home Page & Sync
Navigation
Sync Account - by scanning the QR code with your smart phone app.
On screen navigation.
Meals - view the daily menu and add meal ingredients to shopping list.
Scan items with SmartCart handle and bag as you go.
Shopping List - access your saved shopping lists and view current list.
SmartCart has weight & scale feature for items placed inside
Navigation - find items on your shopping list.
View your shopping list.
Account - view payment and saved info.
SmartCart shows your items scanned and running total.
How This Works - learn about Urban Fresh shopping technology.
Sale items and specials will pop up when you are near them.
Classes - view classes and sign up.
Search any item for location in store.
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Inspiration Images
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Final Solution
Space & Circulation Diagrams
18
Entry & Exit Bags & Carts Registers Class Space Produce Kitchen Meal Cases Meat & Seafood Frozen
1 2 3 4 5 6 7 8 9
9 12
13
8
10
7 7
11
5 7
6
3
3
4
10 1
Ground Floor 58
17
2
5 1
16 16
15 14 10 11 12 13 14 15 16 17 18
17 OPEN
Mezzanine
Grocery Bulk Dairy Beverage Seating Offices Water Closet BOH Receiving
SCALE
0
4
8
16
32
59
Floor Plans
Prepared Meals
Shop to Cook at Home
Pick-up
Pick-up Learn to Cook
Ground Floor 60
Seating
Mezzanine 61
Reflected Ceiling Plans
Ground Floor 62
Mezzanine 63
Learn to Cook
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Classes Every Day
Sign up
Carry Out
Want to cook from scratch and need a little help? We can help! Every evening we offer a class preparing one of our featured meals.
Check our schedule and sign up on our app or in the store. Come alone, bring a friend, or make it a group event.
We want you to enjoy a great home-cooked dinner made by you. Therefore you walk away with a full meal. Enjoy!
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Prepared Meals
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You Have Choices
Give it a Try
Carry Out or Eat In
With each case offering a chef created meal, you have eight options daily! You will never get bored and there’s always a new taste experience.
Taste everything before you make a commitment! Samples are at every meal case and if you want to try something else--just ask!
Each meal case holds hot, cold, and bakery options for your convenience. Choose to sit upstairs and eat now or take home for later.
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Order & Pick-up
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Choose Your Meal
Place Your Order
Carry Out
With two new meals a day and eight meals daily there is always a new meal to try! It will be hard to choose, but that’s the only part that isn’t easy.
Once you make up your mind place your order at least an hour in advance. Let them know if you want it ready to eat or heat and serve.
Your account is charged when you place your order. Now all you have to do is walk-in, grab your bags, and dinner is ready!
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Shop & Cook at Home
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Shopping List & Navigation
Auto Pay
Recipes & Tutorials
Use your smart phone app or the Smart Cart to access your shopping lists and for in-store navigation to find your items.
Never wait in line to check out! The Urban Fresh app automatically charges your account when you complete your order or exit the store.
Once you are home access recipes and tutorials on our app to help you in the kitchen. There are tips and tricks on there too!
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Materials
Carnegie Fabrics Fields Color 31 Bar Stools and Cafe Chairs
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White Arden Beveled Tile Fixtures, Columns, Meal Cases, Millwork
Brick Existing Walls
Wilsonart Asian Night Laminate Millwork, Meal Cases, Column Wraps, Cafe Tables
Stainless Steel Kitchen Prep Tables & Fixtures
Benjamin Moore Chalkboard Paint Signage
Season Wood Snow Pine Porcelain Tile Interior Walls - Herringbone and Running Bond Patterns
Brushed Metal Refrigeration and Frozen Cases
Marbled Polished Concrete Floors
Benjamin Moore Custom Green Paint Signage
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Bibliography
Sources History of Supermarkets “A Quick History of the Supermarket.” Groceteriacom Supermarket History RSS. Groceteria, n.d. Web. 10 June 2014. <http://www.groceteria.com/about/a-quick-history-of-the-supermarket/>. “Organic Food Trends Profile.” Agricultural Marketing Resource Center. N.p., n.d. Web. 18 Mar. 2015. <http://www.agmrc.org/markets__industries/food/organic-food-trends-profile/>. “Our Story.” Trader Joe’s. N.p., n.d. Web. 18 Mar. 2015. <http://www.traderjoes.com/our-story/timeline>. “Tesco Homeplus Expands Number of Virtual Stores.” Tesco PLC. N.p., 7 Feb. 2012. Web. 31 May 2014. <http://www.tescoplc.com/index.asp?pageid=17&newsid=593>. “Whole Foods Market History.” Whole Foods Market. N.p., n.d. Web. 04 Mar. 2015. <http://www.wholefoodsmarket.com/company-info/whole-foods-market-history>. Ellickson, Paul B. “The Evolution of the Supermarket Industry From A&P to Wal-Mart.” Thesis. University of Rochester, 2011. The Evolution of the Supermarket Industry From A&P to Wal-Mart (2011): n. pag. Print. Fresh Thyme Farmers Market. N.p., n.d. Web. 30 May 2014. <http://freshthyme.com/>.
Food Deserts Dutko, Paula, Michele Ver Ploeg, and Tracey L. Farrigan. Characteristics and Influential Factors of Food Deserts. Washington, D.C.: U.S. Dept. of Agriculture, Economic Research Service, 2012. Web. “ISSUE: FOOD DESERTS.” Health Gap. N.p., n.d. Web. 18 Mar. 2015. <http%3A%2F%2Fclosingthehealthgap.org%2Ffood-deserts%2F>. “USDA Defines Food Deserts | American Nutrition Association.” USDA Defines Food Deserts | American Nutrition Association. American Nutrition Association, n.d. Web. 09 Mar. 2015. <http://americannutritionassociation.org/newsletter/ usda-defines-food-deserts>. “What Is a Food Deserts.” Food Deserts. UpLift Solutions, n.d. Web. 28 Jan. 2015.
Changes & Trends Cooper, Carla, and Harvey Hartman. “Reframing Retail Through the Lens of Changing Food Culture.” Food Marketing Institute. Daymon Worldwide and Hartman Group, n.d. Web. 3 June 2014. <https://www.fmi.org/docs/knowledgeportal/foodcultureresearch_daymonhartmanfmi.pdf?sfvrsn=4&%253b%25253b%2525253b%252525253b%25252525253b%2525252525253baction=1&%253b%25253b%2525253b%252525253b%25252525253b%2525252525253b%252525252525253bProduct_productNumber=3111>. “Hy-Vee Using Electronic Nutrition Records.” Progressive Grocer. N.p., 29 May 2014. Web. 30 May 2014. <http://www.progressivegrocer.com/industry-news-trends/regional-supermarket-chains/hy-vee-using-electronic-nutritionrecords?cc=10>. Johnston, Josée, and Shyon Baumann. Foodies: Democracy and Distinction in the Gourmet Foodscape. New York: Routledge, 2010. Print. Scully, Jason. “Rethinking Grocery Stores.” Urban Land Magazine. N.p., 16 May 2011. Web. 02 June 2014. <http://urbanland.uli.org/economy-markets-trends/rethinking-grocery-stores/>. “Understanding the Grocery Industry.” (n.d.): n. pag. CDFI Fund, 30 Sept. 2011. Web. <http://www.cdfifund.gov/what_we_do/resources/Understanding%20Grocery%20Industry_for%20fund_102411.pdf>.
Shopping Behaviors Cooper, Carla, and Harvey Hartman. “Reframing Retail Through the Lens of Changing Food Culture.” Food Marketing Institute. Daymon Worldwide and Hartman Group, n.d. Web. 3 June 2014. <https://www.fmi.org/docs/knowledgeportal/foodcultureresearch_daymonhartmanfmi.pdf?sfvrsn=4&%253b%25253b%2525253b%252525253b%25252525253b%2525252525253baction=1&%253b%25253b%2525253b%252525253b%25252525253b%2525252525253b%252525252525253bProduct_productNumber=3111>. “Hidden Influences That Shape Grocery Shopping.” Progressive Grocer. N.p., n.d. Web. 03 June 2014. <http://www.progressivegrocer.com/research-data/shopper-behavior/expert-column-hidden-influences-shape-grocery-shopping>. Scully, Jason. “Rethinking Grocery Stores.” Urban Land Magazine. N.p., 16 May 2011. Web. 02 June 2014. <http://urbanland.uli.org/economy-markets-trends/rethinking-grocery-stores/>. Sivers, Derek. “The Paradox of Choice - Why More Is Less Book Summary.”Derek Sivers. N.p., n.d. Web. 2 June 2014. <https%3A%2F%2Fsivers.org%2Fbook%2FParadoxOfChoice>. Underhill, Paco. Why We Buy: The Science of Shopping. New York: Simon & Schuster, 1999. Print.
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Food Behaviors Anderson, E. N. Everyone Eats: Understanding Food and Culture. New York: New York UP, 2005. Print. Ashley, Bob. Food and Cultural Studies. London: Routledge, 2004. Print.
Functional & Technical Issues 2008, Revised January. Energy Star Building Upgrade Manual Facility Type: Supermarkets and Grocery Stores Chapter 11 (n.d.): n. pag. EPA. Jan. 2008. Web. Ching, Frank, and Steven R. Winkel. Building Codes Illustrated: A Guide to Understanding the 2000 International Building Code. Hoboken, NJ: John Wiley, 2003. Print. “Commercial Energy Systems - Grocery Stores.” Commercial Energy Systems - Grocery Stores. N.p., n.d. Web. 04 June 2014. <http://smud.apogee.net/comsuite/content/ces/?id=998>. “Desiccant System Provides Comfortable Shopping Environment.” Energy Solutions Center. Munters Corporation, n.d. Web. 10 June 2014. <http://www.energysolutionscenter.org/docs/uploads/Case_Studies/Retail_Desiccant_SA_rev.pdf>. Keller, Tracy. “The Psychology Behind a Grocery Store’s Layout.” Notre Dame College. N.p., 4 Jan. 2013. Web. 2 June 2014. <http%3A%2F%2Fonline.notredamecollege.edu%2Fpsychology%2Fthe-psychology-behind-a-grocerystore%25E2%2580%2599s-layout%2F>. Kizer, Rich, and Georganne Bender. “Everything You Need to Know About the Science of Store Design.” VDTA. N.p., Aug. 2007. Web. 02 June 2014. <https://www.vdta.com/Magazines/AUG07/fc-art-of-the-layout.html>. Klimek, Nicole. CDS Site Selection Criteria. N.p.: n.p., n.d. Print. “Pallet Size.” 1001 Pallets. N.p., n.d. Web. 10 June 2014. <http://www.1001pallets.com/pallet-size/>. “Receiving and Storage.” National Food Service Management Institute. N.p., n.d. Web. 10 June 2014. <http://www.nfsmi.org/>. “Small’s Grocery Store Policies and Procedures.” Bonnie Yelverton. N.p., n.d. Web. 10 June 2014. <http://www.byelverton.net/Portfolio/Policies_Procedures.pdf>.
Precedents “86. Sam Mogannam.” Fast Company. N.p., n.d. Web. 30 May 2014. <http://www.fastcompany.com/3018270/most-creative-people-2012/86-sam-mogannam>. BiRite Market. N.p., n.d. Web. 30 May 2014. <http://www.biritemarket.com/>. Estabrook, Barry. “Bi-Rite Market: Pioneer in the New Farm-to-Grocery Store Movement.” The Atlantic. Atlantic Media Company, 21 Nov. 2011. Web. 30 May 2014. <http://www.theatlantic.com/health/archive/2011/11/bi-rite-market-pioneerin-the-new-farm-to-grocery-store-movement/248674/>. Fresh Thyme Farmers Market. N.p., n.d. Web. 30 May 2014. <http://freshthyme.com/>. “Homeplus – Tesco in South Korea.” Tesco PLC. N.p., n.d. Web. 31 May 2014. <http://www.tescoplc.com/index.asp?pageid=314>. “Tesco: Homeplus Subway Virtual Store (Movie).” YouTube. YouTube, n.d. Web. 31 May 2014. <https://www.youtube.com/watch?v=nJVoYsBym88>. “Tesco Homeplus Expands Number of Virtual Stores.” Tesco PLC. N.p., 7 Feb. 2012. Web. 31 May 2014. <http://www.tescoplc.com/index.asp?pageid=17&newsid=593>.
Programming Campos, Cristian. New Supermarket Design. New York: Collins Design, 2007. Print. “Facts & Definitions.” Specialty Food Industry Facts. Specialty Food Association, n.d. Web. 02 June 2014. <http://www.specialtyfood.com/association/press-office/industry-facts/>. Neufert, Ernst, Peter Neufert, Johannes Kister, Ernst Neufert, and Ernst Neufert. Architects’ Data. Oxford: Wiley-Blackwell, 2012. Print. Prunty, Rochelle. “Operating a Deli for Fun and Profit.” Cooperative Grocer Network. N.p., n.d. Web. 01 June 2014. <http://www.cooperativegrocer.coop/articles/2004-01-09/operating-deli-fun-and-profit>. Rosen, Steve. “Planning Deli Success.” Cooperative Grocer Network. N.p., n.d. Web. 02 June 2014. <http://www.cooperativegrocer.coop/articles/2004-01-09/planning-deli-success>.
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Photo Credits History of Supermarkets A&P Supermarket. N.d. Web. <http://www.groceteria.com/wp-content/uploads/2009/02/cover2.jpg>. Fresh Thyme Interior. N.d. Web. <http://freshthyme.com/>. Interior of Grocery Store 1890-1900. N.d. Web. <http://library.calvin.edu/hda/node/7738>. King Kullen. N.d. Web. <https://prpretaporter.wordpress.com/tag/wikipedia/>. Kroger Interior 1970. N.d. Web. <http://pleasantfamilyshopping.blogspot.com/search/label/Kroger>. Kroger Store. N.d. Web. <http://libapps.libraries.uc.edu/liblog/2013/01/consumerism-in-1920s-cincinnati-adventures-in-the-subway-and-street-improvements-digitization-project/>. Save a Lot Logo. N.d. Web. <http://save-a-lot.com>. Tesco Homeplus. N.d. Web. <http://www.toxel.com/tech/2011/07/08/virtual-grocery-store/>. Whole Foods. N.d. Web. <http://texasre.net/images/jesse/old_austin/>.
Food Deserts Food Desert Map. N.d. Web. <http://upliftsolutions.org/food-deserts/>. Food Desert Statistics. N.d. Web. <http://www.scientificamerican.com/article/high-and-dry-in-the-food/>.
Changes & Trends Changes in How We Eat. N.d. Web. <http://townetworks.com/wp-content/uploads/2014/12/blog-fitlife-0724141.jpg/>. Component Cooking. N.d. Web. <http://pledgetobebella.com/wp-content/uploads/2014/01/Cooking-with-Robyn.png/>. Curated Displays. N.d. Web. <http://i.imgur.com/ae8lCZ0.jpg/>. New Taste Experiences. N.d. Web. <http://assets3.thrillist.com/v1/image/1326050/size/tmg-facebook_share/>. Occasion Based Shopping. N.d. Web. <http://mein.edeka.de/>. Technology. N.d. Web. <http://i.huffpost.com/gen/1722838/images/o-HOW-TO-SAVE-TIME-GROCERY-SHOPPING-facebook.jpg/>.
Shopping Behaviors Women Shopping.N.d Web.< http://money.usnews.com/money/personal-finance/articles/2015/02/18/grocery-receipt-scanning-apps-you-should-try/>.
Cooking Behaviors Class.N.d Web.< http://stickyricecookingschool.com.au/funstuff/wp-content/uploads/2009/01/sticky-rice-10.jpg/>.
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Functional & Technical Issues Occpancy. N.d Web.<http-//blogs.houstonpress.com/eating/t1larg.grocery.store.aisle.jpg/>. Typical Layouts. N.d Web.< http-//www.quotemetoday.co.uk/wp-content/uploads/2014/04/dealership/Supermarket%20compressed.jpg/>. Environmental. N.d Web.< http-//www.groceryheadquarters.com/wp-content/uploads/2012/03/Crystal-cut-fruit-juices-mushrooms.jpg/>. Deliveries. N.d Web.< http-//www.noozhawk.com/images/uploads/Pete_Overgaag_CEO_Standing_Peterbilt.jpg/>. Receiving & Stocking. N.d Web.< http-//grocerytraining.com/Images/Grocery_Training_Stocking.jpg/>. ADA. N.d Web.< http-//www.shepherdcentermagazine.org/assets/page_015.jpg/>.
Precedents Bi-Rite Market.N.d. Web.<https://cooktilldone.files.wordpress.com/2013/04/bi-rite-interior-wide.jpg/>. Fresh Thyme.N.d. Web< http://supermarketnews.com/site files/supermarketnews.com/files/imagecache/large_img/uploads/2013/11/thyme.jpg/>. Good Foods.N.d Web.< http://s3-media3.fl.yelpcdn.com/bphoto/ZidGmp__Vcey4gNidyqvLA/o.jpg/>. Tesco Homeplus.N.d. Web<http://www.mcb.rs/blog/wp-content/uploads/2014/12/MCB-Blog-Virtuelni-marketi.jpg/>.
Technology Integration Smart Cart.N.d. Web<http://www.admit-one.net/index.php/2005/09/23/hi-tech-shopping/>. Smart Cart Screen.N.d. Web< http://www.admit-one.net/webimages/cartscanner.jpg/>.
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About the Designer Crystal Stitesâ&#x20AC;&#x2122; career began working in a food cooperative. Crystal held many roles in the natural foods industry over the course of twelve years including cashier, buying, management, marketing, merchandising, branding, and public relations. From those experiences her dreams grew toward designing grocery stores. In 2009, she set a new goal to return to school; and in 2010 she enrolled at the University of Cincinnatiâ&#x20AC;&#x2122;s College of Design, Architecture, Art, and Planning. Crystal enjoys creating healthy spaces that facilitate interactivity and contain an educational component. She strives to create designs that speak to sustainability, encompass branding, and bring together and create communities. This book chronicles her Bachelor of Science of Interior Design Senior Capstone Project. May 2015