Automatic Merchandiser - 35

MICRO

MARKET

L AYOUT

he first considerations in establishing micro markets often include
planogramming and minimizing
product spoilage. One element that
often gets overlooked is the design of
the market and how customers will
feel while they peruse it.
The most successful micro market
operators look at how the micro market could improve the existing breakroom, help build a unified brand,
incorporate attractive lighting and
create a timeless atmosphere.

Ensure the micro market
is attractive
C. J. Recher, vice president, marketing, at Five Star Food Service, based
in Chattanooga, TN, said that operating micro markets effectively takes
"thinking outside the box" as micro
markets are distinct from vending
machines.
"As it relates to market design, you
have to be creative and flexible with
the space you're given in your customer's building. Often, as the operator,
you're only allotted the same space
you had with the vending machine
bank," Recher said. "Creativity and
flexibility in your market composition and setup is key to maximize
sales from each micro market install."
John Ward, who began operating
micro markets through his Rockford,
IL-based business, Serenity Market,
about six years ago, said his company
tries to utilize what a client's breakroom already has as a starting point
to keep costs down for both parties.
"Our goal is to improve the breakroom as far as the way it looks and
make it more inviting, make their
employees more comfortable and provide additional products," Ward said.
A logical layout is a good first step.
For example, Ward said his company
has found that coffee and pastries
should be next to each other as much
as possible, as they tend to pair well
together. The layout should also allow

Digital greeter boards promote locally handcrafted products available at Market Twenty
4 Seven.

Guests enjoy attractive, modern finishes, sleek coolers and captivating fresh food displays
at Continental Market Twenty 4 Seven locations.

for an orderly flow, such as having a
row of food items, then chips and then
drinks. Items with shorter shelf lives,
such as salads and wraps, should be
at eye level so they are easily seen.
He said employees like to rely on a
consistent location when looking for
their favorite items, as they gravitate
toward that area out of habit.
"If all of a sudden you're putting
the Snickers in a different area, you
might have a dissatisfied customer for
a moment," Ward said.
Recher said Five Star Food Service pays close attention to its sales
June/July 2019

data as well the product trends in
other retail market segments in its
planogramming and product selections. Each product then has a specific place in the company's markets.
"Consistency is key so consumers can find what they're looking for,
check out and enjoy their break,"
Recher said.
Ward added that the company
tends to use signage and consumer
promotions throughout the year,
especially around Employee Appreciation Day and holidays, to ensure
a good relationship with customers.

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