1. Reconfiguration of service counters with a higher self-service share

Service departments will increasingly be complemented by self-service elements — without losing their specialist character. As the integration of self-service grows, the communicative staging of products becomes significantly more important. Products must be explained more clearly, described more comprehensively, and presented through emotional storytelling. Wherever possible, the story behind the product must be conveyed. This makes the added value clear to customers and enhances product understanding — especially when specialist staff are not available. In this way, the professional character of the department is preserved, even when skilled personnel are absent or human resources are limited.

2. Orientation and navigation in fresh food departments

Not clearly structured refrigerated wall cabinets, for example in dairy or self-service meat departments — often create orientation challenges for customers. Clear assortment structuring, block placements, visual guidance systems, transparent price architecture, and storytelling elements create clarity and facilitate purchasing decisions. Distinct design and graphic concepts across individual fresh departments further support intuitive in-store navigation.

3. Revenue growth through strategic layouts

Targeted space allocation, emotional product staging, and the placement of high-margin assortments generate measurable sales impulses. Logistics connections and backroom integration within the layout ensure cost-efficient store operations. Private labels, visual merchandising, and storytelling are just as sales-promoting as consistent, clearly communicated pricing throughout the store. An expanded fresh layout also increases customer dwell time.

In summary, doubling the fresh departments does not rely on physically enlarging the area, but rather on a strategic approach that combines intelligent organization, effective product presentation, and the optimization of the customer journey.

By integrating more self-service while preserving the expertise of traditional service counters, enhancing private labels, and designing layouts that encourage impulse purchases, retailers can transform their fresh departments into real drivers of growth.

This approach not only increases sales and margins, but also extends the time customers spend in the store and strengthens the overall shopping experience — making the fresh department a key lever for differentiation and sustainable performance in food retail.