The Food Hall Refurbishment

Tong Garden Centre

 

When Tong was acquired in 2015, its food offering was a neglected shelf of discounted standard grocery items. Part of our new owners' strategy to return Tong to its former glory was the introduction of a Food Hall that would champion quality fresh and local produce with a strong value proposition. Owners, Tom and Mark, invested in a bakery and butchery area and appointed a concession to take ownership of the offering, but as the centre's footfall grew, it became apparent that operating our own food hall would create more impact and give us greater control to complement our own offering. In January 2017, we embarked on a planned refurbishment that included the removal of a raised area that previously created a barrier to entry, this opened the area up and the introduction of a new layout, fixtures and fittings subsequently improved customer flow, product display, shopability and visual merchandising opportunities. A comprehensive range review saw local, artisan produce come to the fore and pop-up tasting events introduced into a promotional calendar. We created a bold brand identity and implemented a continued programme of marketing activity. As a result, sales grew rapidly by 317%, in 2017 and 34% in 2018.

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