Small Format Academy Fresh 3

Small Format Academy

Fresh Training

Gavin Zeff

2

Objectives


• Understand

– The true importance of freshness

– The business from the customer’s viewpoint

– The available tools and resources to help

• Leave with a passion and excitement to “Win in Fresh”

3

Supercenters vs. Neighborhood Markets

Similarities

• Both strive to deliver great

customer service and provide

quality product.

Differences

• Neighborhood Market is a

shopping destination for food.


4

Fresh Area Overview


1. Basic Expectations

2. Efficiencies

3. Fresh Presentation

4. Food Safety

5. Financials

5

Basic Expectations


6

Basic Expectations

• Provide the Freshest Product

• Within the Cleanest Store

• Execute flawlessly

– SOP’s

– Routines

• Highest Standards in Food Safety

• Deliver Excellent Customer Service

• Be fully staffed when customer traffic is at it’s peak

Everyday Standards


7

Basic Expectations

• Associates scheduled according to customer

demand

• Schedules are based on 3 store-specific work

drivers:

– Customers

– Items / Production

– Visits

Proper Scheduling = Associate Activity = Freshness


8

NHM Schedule Examples


9

Efficiencies


10

Efficiencies

• 6 R’s:

– Right Person

– Right Place

– Doing the Right Thing

– At the Right Time

– The Right Way

– With the Right Attitude


Keys to Maximizing Productivity

11

Routines Location


Path: WIRE > Knowledge Center > Business Support > Small Format >

Routine / SOP Search

12

Production Planners

• Used by Deli (Dept. 80) and Bakery (Dept. 98)

• In 2013, we threw away more than $612 million

worth of bakery and deli product in our stores.

• Uses store sales and customer traffic to predict

how much you should produce each day.

Overview


13

Production Planners

• Where do I get the Production Plan Guides?

– A My Guide task will be sent to the Fresh/Consumables ZMS each day to access a

link and print the two daily reports.

• How often do I print a copy of the Production Plan Guides?

– The plan should be pulled every day to determine how much bread to bake for the

following day.

• How were the numbers for my store calculated?

– The tool uses six weeks of sales history by day for each item to determine the sales

average. Daily and seasonal % increase are added to the average sales quantity.

Question & Answer


14

Fresh Presentation


15

Customer Perception

“It’s not about what it looks like when the

customer buys it,

Its all about what it tastes like when they eat it!”


16

Freshness Factors

• Cold chain – outside of refrigeration no more than 20

minutes.

• Lights – darkness reduces sales by an average of 30%

• Stock Rotation – First in, First Out

• Culling– are the associates finding wilting / damaged

products before customers?

• Associate Activity – Are associates stocking when

customers shop?

• Presentation – How pretty is the product?

• Inventory Levels – Are we in stock?

What Impacts Freshness?


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Your Produce Buying Habits

1. How many of you go to a store and buy all of your produce, take it

home, and eat all of it on the same day?

2. What % of the produce that you buy, ends up getting thrown away?

3. How fresh is the produce when you actually use it?

Questions:


18

In-Home Expectations

5.4

5.9

6.2

6.2

6.5

8.2

9.4

10.5

12.3

In-Store ExpectationsQuality Cues

• Fresh – No bad product on floor

• Clean floors, shelves, & fixtures

• Colorful, organized, inviting

• Shallow, angled, hand-stacked tables

• Room for shopping carts

• Samples

• Visible prices

# Days of Expected Freshness

How Consumer’s Define Quality

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Consumer Purchase Decision Tree


20

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Avg Weekend & Weekday Produce Items (Wk 7-10)

Sum of Weekday Avg

Sum of Weekend Avg


Weekend vs. Weekday Produce

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Virtual Tour Activity

Write down everything you can identify

about each of the following slides


22

Salad Wall


23

Blueberries


24

Bell Peppers


25

Produce Daily Schedule


If unable to meet above schedule, store management should:

• Analyze and adjust staffing schedule as necessary

• Have throwaways completed by 3:00 p.m. CST

10:00 AM

SALESFLOOR READY

• Salesfloor fully culled and stocked with proper rotation

• Price changes accepted and displayed

• Remaining inventory from delivery in backroom

11:30 AM

BACKROOM READY

• All pallets broken down and organized by commodity/type

• Bananas air-stacked

• Management and department lead need to tour backroom and cooler for any

excess inventory items that require a Price/Clearance MD

1:00 PMCUSTOMER READY

• Associates on sales floor culling, condensing and, when sold down, restocking

10:00 PMTRUCK READY

• Sales floor fully culled and condensed with proper rotation

• Outs filled with remaining backroom inventory

26

15 Minute Break


27

Food Safety


28

Financials


29

Fresh Area

• Product Knowledge Guide

• Fresh Portal

• Produce In Action

• WIBI Guide – “Would I Buy It”

• SOP’s & Routines

• Inventory Tracking Report

• Fresh Area Scorecards

• Detail MU / MD Report

Fresh Area Tools and Resources


30

Success in Fresh

In order to be successful in your Fresh Departments

POS

Replenishment

Sales

Cost

Inventory

Throwaways


31

Closing Discussion

• Gain an understanding of the

true importance of freshness

• Understand the business from

the customer’s viewpoint

• Learn how to utilize the

available tools and resources

• Leave here with a passion and

excitement to “Win in Fresh”.

Today’s Objectives – Did you meet them?


Questions?

Documents

Small Format Academy Fresh 3