inStorebuyer - August 2012 - 34
Chicago Style
New concepts in food retailing are blowing into the Windy City.
by John Unrein Chicago is known for many things, especially its signature foods. There is Chicago-style pizza and Chicago dogs (hot dogs with mustard, no ketchup!). But now a new style of food retailing is emerging in the nation’s third-largest city and home to 2.7 million: Virtual style. Earlier this year, Peapod, the nation’s leading Internet grocer, placed a virtual grocery store in Chicago’s highly traveled State and Lake Station Tunnel. Not only is Peapod the first in the nation to pilot this on-the-go, virtual store concept, but it’s also the first company to mount a “tunnel takeover” ad campaign of this magnitude in Chicago. The campaign features wrapped tunnel walls with larger-than-life ads of grocery shelves.
iPhone and Android users simply scan a QR code to download a free PeapodMobile app on the spot and start shopping by scanning the bar codes of the products featured in the ads. Commuters get orders started on the platform, manage shopping lists and schedule deliveries — for next day or later — during their train rides to or from the office. “Chicagoans spend, on average, more than an hour commuting to and from work each day. That’s well over 200 hours a year in transit time alone, and our schedules are more demanding than ever. Peapod’s virtual store program for commuter rail stations is a creative, convenient way for passengers to multi-task and knock out their grocery shopping on the go,” says Mike Brennan, COO for Peapod. Peapod’s virtual store ads include products that typically fill weekly shopping baskets for busy households. Once on the PeapodMobile app, customers have access to more than 12,000 popular and store-brand products, including prepared foods and party trays, deli meats and cheeses and bakery desserts. Peapod first rolled out this virtual rail pilot in Philadelphia in February 2012 on 15 commuter rail platforms throughout the region. Commuters took advantage of the onsite grocery scanning opportunity during the 12-week campaign, diversifying their selections and boosting their mobile order size. In addition, 90% of those
| 34 | inStorebuyer | Aiugust 2012 |
inStorebuyer - August 2012
Table of Contents for the Digital Edition of inStorebuyer - August 2012
inStorebuyer - August 2012
Editor's Note - Packaging for Purpose
Table of Contents
Frontline News - Jennie-O Conducts Sampling
Bunge Opens Culinary Center
Chefmaster Moves to New Plant
Kings Unveils Local Fresh 24/7
Sam’s Club BBQ Tour
Foodservice Retail - Just Roll with It
Baking & Decorating - Truffle Shuffle
Edible Wedding Flavors
Bakery Development - Muffins by the Numbers
Deli Development - Deli Chicken Stays Strong
Package with Purpose
Chicago Style
Record-Breaking Burgers
Health & Nutrition
Cheese Corner - Follow Finlandia
Product Trends
Product Showcase
Marketplace Network
inStorebuyer - August 2012 - inStorebuyer - August 2012
inStorebuyer - August 2012 - 2
inStorebuyer - August 2012 - Editor's Note - Packaging for Purpose
inStorebuyer - August 2012 - Table of Contents
inStorebuyer - August 2012 - 5
inStorebuyer - August 2012 - Bunge Opens Culinary Center
inStorebuyer - August 2012 - 7
inStorebuyer - August 2012 - Sam’s Club BBQ Tour
inStorebuyer - August 2012 - 9
inStorebuyer - August 2012 - Foodservice Retail - Just Roll with It
inStorebuyer - August 2012 - 11
inStorebuyer - August 2012 - Baking & Decorating - Truffle Shuffle
inStorebuyer - August 2012 - 13
inStorebuyer - August 2012 - 14
inStorebuyer - August 2012 - 15
inStorebuyer - August 2012 - Edible Wedding Flavors
inStorebuyer - August 2012 - 17
inStorebuyer - August 2012 - Bakery Development - Muffins by the Numbers
inStorebuyer - August 2012 - 19
inStorebuyer - August 2012 - 20
inStorebuyer - August 2012 - 21
inStorebuyer - August 2012 - Deli Development - Deli Chicken Stays Strong
inStorebuyer - August 2012 - 23
inStorebuyer - August 2012 - 24
inStorebuyer - August 2012 - 25
inStorebuyer - August 2012 - Package with Purpose
inStorebuyer - August 2012 - 27
inStorebuyer - August 2012 - 28
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inStorebuyer - August 2012 - 30
inStorebuyer - August 2012 - 31
inStorebuyer - August 2012 - 32
inStorebuyer - August 2012 - Chicago Style
inStorebuyer - August 2012 - 34
inStorebuyer - August 2012 - 35
inStorebuyer - August 2012 - 36
inStorebuyer - August 2012 - 37
inStorebuyer - August 2012 - Record-Breaking Burgers
inStorebuyer - August 2012 - 39
inStorebuyer - August 2012 - Health & Nutrition
inStorebuyer - August 2012 - 41
inStorebuyer - August 2012 - Cheese Corner - Follow Finlandia
inStorebuyer - August 2012 - 43
inStorebuyer - August 2012 - 44
inStorebuyer - August 2012 - 45
inStorebuyer - August 2012 - Product Trends
inStorebuyer - August 2012 - 47
inStorebuyer - August 2012 - 48
inStorebuyer - August 2012 - Product Showcase
inStorebuyer - August 2012 - Marketplace Network
inStorebuyer - August 2012 - 51
inStorebuyer - August 2012 - 52
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