Fresh food counter: the beautiful simplicity of the tray. REWE:XL Hundertmark relies on PricoPlex.
More and more supermarkets are relying on the high-quality PricoPlex counter trays to equip their fresh food counters. REWE:XL Hundertmark is also convinced by the premium quality of the counter tray manufacturer from Eresing in Bavaria. REWE:XL Hundertmark sales manager Ingmar Bell is responsible for a total of 950 employees and 14 stores, 13 of which are located in Rhineland-Palatinate and one in Luxembourg. “PricoPlex makes life easier for me,” he says.
Fresh food counters as a driving force
Ingmar Bell got to know the PricoPlex products in his role as sales manager. This is because the trays from the Bavarian manufacturer are also sold via the REWE head office. All Hundertmark stores have a fresh food counter. “The fresh food counters are a driving force,” emphasizes Bell. From observing the scene, he knows that customers react with irritation if they don’t find a fresh food counter in a store.
“More and more people are shopping very consciously and want to avoid large amounts of packaging, for example, which is not possible with self-service products in the refrigerated counter,” he adds. In addition, the self-service range cannot offer such individualized products as the fresh food counters, where customers also receive professional advice from service staff.
PricoPlex FRESH counter trays with wooden skewer holders.
The market offers snacks on SWUNG and wooden surfaces.
The FRESH range is a real all-rounder.
PricoPlex stair treads and wooden base for cheese.
Red counter trays from the FRESH series range identify poultry in the fresh food counters.
The task for the new fresh food counters
Although meat and sausage consumption is declining nationwide, the fresh food counters in the Hundertmark stores are very popular. When adapting the counters and their equipment, Ingmar Bell’s aim was therefore to maintain the attractiveness of the fresh product range while at the same time adapting it to consumer trends. While less pork in particular is being bought, the demand for other types of meat – especially high-quality, regionally marketed meat – remains consistently high.
“By opting for PricoPlex, we have purchased an overall concept,” explains Bell. This includes, among other things, the clear color categorization. For example, Eifel pork is now available in yellow trays, poultry is offered in red trays and beef in black trays.
This color separation is very helpful for customers because they can quickly find their favorite products. In addition, popular regional products can be better highlighted at the counter using color accents. The new clarity is also an advantage for employees who are new to serving customers at the fresh food counter. The color scheme gives them orientation and an overview of the various products on offer right from the start.
Expert advice and planning
by PricoPlex
When planning the new counter equipment, sales manager Ingmar Bell relied on the expertise of PricoPlex. Sales representative Klaus Wydra accompanied the entire process right from the start. “Thanks to the intensive exchange, I was able to visualize the different versions of the counter trays,” says Bell. When it came to stocking the counter, the PricoPlex sales representative continued to maintain an overview: He checked the goods on site to make sure they were complete and adjusted the arrangement of the trays in the counter optimally.
When planning the new counter equipment, sales manager Ingmar Bell relied on the expertise of PricoPlex. Sales representative Klaus Wydra accompanied the entire process right from the start. “Thanks to the intensive exchange, I was able to visualize the different versions of the counter trays,” says Bell. When it came to stocking the counter, the PricoPlex sales representative continued to maintain an overview: He checked the goods on site to make sure they were complete and adjusted the arrangement of the trays in the counter optimally.
The counter of the branch in Kobern.
Honeycomb bases in the FRESH plates ventilate the meat from below.
If the trays are fitted with honeycomb bases, paper inserts are no longer necessary.
The custom-made wooden step for Hundertmark, with the CASUAL shells to the left.
The fresh food counter at REWE Hundertmark is impressive.
High quality counter trays
As REWE:XL Hundertmark relies on the long-term traction of the fresh food counters, Ingmar Bell was looking for high-quality, durable trays and found what he was looking for in PricoPlex: “The trays are extremely dimensionally stable, break-resistant and retain their colors over a long period of time. The material is also resistant to scratches and knocks, which is an important advantage, especially when it comes to intensive use in fresh food counters,” says Bell with great satisfaction. By opting for PricoPlex, the Hundertmark stores are well positioned for the future – because the fresh food counter will continue to play the main role in their full-range stores.
The trays are extremely dimensionally stable, break-resistant and retain their colors over a long period of time. The material is also resistant to scratches and knocks, which is an important advantage, especially when used intensively in fresh food counters.
Ingmar Bell
Sales Manager REWE:XL Hundertmark
