The recent refresh of the Family Fare supermarket in Holland, Michigan, marks an exciting chapter for SpartanNash, the store’s parent company. Opened in 1966, this location has undergone a two-month renovation, aimed at enhancing the shopping experience based on consumer demand for convenience and differentiation.
During an exclusive tour on August 1, executives showcased vibrant displays of fresh produce and modern design elements that immediately engage shoppers. “You can see that fresh really screams as you walk around the store,” noted Bennett Morgan, Chief Merchandising Officer at SpartanNash. This emphasis on fresh, local products, such as berries and artisanal breads, aims to set the store apart from its competitors.
Unique features of this revamped store include a jerky bar with local snacks and a nostalgic candy display. Furthermore, an expanded prepared foods section offers savory options like marinated flank steak and hot-honey glazed fried chicken sandwiches. These additions resonate with the trend of indulgence in shopping, which is crucial as noted by CEO Tony Sarsam: “Value is essential, but so is the opportunity to indulge.”
Sarsam emphasized four macro trends shaping the supermarket’s offerings: value, indulgence, convenience, and health. This research-driven approach required over six months of planning and significantly reflects in the store’s layout and product selection.
SpartanNash operates 147 grocery stores across the U.S. and ranks No. 45 on Progressive Grocer’s 2024 list of top food retailers. This refresh not only illustrates their adaptability in a competitive market but also sets a precedent for future operations, aiming to gather insights that can be replicated across other locations. As Store Director Mike Farrell pointed out, the focus is squarely on enhancing customer experience, paving the way for important learnings for the entire SpartanNash portfolio.