If you’re looking for a practical guide to gauge where your (local) or favourite supermarket brand is placed before your next shop, look no further than our Pyramid of Supermarket Brands.
First you might notice that the supermarkets you might love are linked to food halls and gourmet and delicatessen experiences and anything in between. Remember supermarkets are self-service shops offering a wide variety of food, beverages and household products and are basically large grocery and delicatessen stores.
In recent years, there has been a noticeable trend of supermarkets are adapting to changing consumer preferences and seeking to enhance the shopping experience by incorporating features commonly associated with food halls. This transformation is driven by a desire to create more engaging and dynamic experience spaces for customers while catering to their diverse culinary interests.
Supermarkets come therefore in many forms and surprise, surprise, there might be a new supermarket or food hall for you to discover.
The second point you may notice that your country well-know supermarket, you might commonly consider to be at the pinnacle of the supermarket pyramid, appear a lot further down than expected. Why is that? It’s because the top end of the market is open to specialist, traditional, “old money” experiences of delicatessen and food halls. So, think rare, high-quality gourmet products, uniquely sourced seafood, meats and organic vegetables, exclusive settings and prime locations, exceptional customer experience, bespoke events, food tastings, and gifting. The top of the pyramid is only found in the iconic cities of London and Paris.
What you may also notice some unfamiliar names among the top tiers, which represent the importance of genuine uniqueness and exclusivity among the true luxury experience.
So, what is the bottom tier? You might have guessed it, but these are the budget supermarkets such as Aldi, Lidl, Dia, Viva supermarkets selling your basic groceries. The use of their own private labels is a common feature as are low prices and minimal services. They might avoid big name brands and instead offer less well-known alternatives – avoiding the mark-up associated with big brands.
This brings us to the mass market supermarkets that represent brands such as Walmart, Carrefour, Spar, ASDA, Metro, Food Lion, Lotte Mart, for instance. This tier includes the biggest supermarket chains in the world, and they provide their customers with a one-stop shopping experience, relatively low prices, fresh and frozen products, self-service, and many brands operate hypermarket facilities that range in size from 5,000 to 15,000 sqm. It is all about buying products and not yet about experiences.
Moving up the hierarchy, we find premium supermarkets. These are national chains that prioritize local connections and offer slightly higher-priced goods and well-known brands. Within these supermarkets, you will discover specialized services like dedicated butchers or cheese experts, giving you an initial experience of traditional deli, butcher, or cheese services. The supermarket chain also introduces its own private label brands, alongside a diverse selection of well-known household names and products from major corporations such as Nestle, Danone, Unilever, Mars, PepsiCo, and Procter and Gamble. These brands have established a strong reputation, operate loyalty schemes, assure potential customers of their connection with them, and balance quality and price.
The next category is the luxury supermarket brands and supermarkets such as Wegmans, Erewhon, Whole Foods, Trader Joe’s belong to this group. There are some common themes in their brand messaging including the emphasis on quality, unique experiences, community, sustainability, and emotional connections. Whether it’s through personalized experience or social responsibility, these brands strive to resonate with their target audiences by conveying their core values and aspirations.
These supermarkets might use a theme or design as an important driver. By evoking the ambiance of a European open-air market by presenting vibrant displays of fresh produce, utilizing noticeable signage (e.g., Organic Farm Market), dedicating a spacious section to fresh foods, and incorporating various subtle design components that enhance the overall atmosphere. Although luxury in classification many are still short of the true luxury experience but do charge higher prices for their products.
The next tier are the supreme luxury food hall brands, These gourmet food halls are culinary hubs nestled within the distinguished department store. Some well-known department stores with food halls include KaDeWe (Berlin), Globus (Zurich), Gallery Lafayette (Paris), Selfridges (London) and Harvey Nichols (London). In Tokyo, Seoul and Bangkok other great food hall experiences are located in department stores.
The food halls offer a diverse range of gastronomic experiences while maintaining an atmosphere that balances contemporary elegance with a touch of refinement. The spaces feature a variety of counters and sections, each showcasing a wide selection of premium food and beverage options. From expertly crafted cheeses and charcuterie to freshly baked pastries and artisanal bread, the food hall caters to a wide spectrum of tastes and preferences.
The environment is lively and bustling, as visitors explore offerings that span across international cuisines, luxury ingredients, and gourmet products. The food hall accommodates various dining needs, whether it’s a quick and convenient snack or a luxurious gourmet meal. The diverse offerings encompass sushi, seafood, freshly assembled salads, indulgent chocolates, fine wines, and more. Knowledgeable staff members are readily available to provide guidance and assist customers in making tailored choices, enhancing the overall dining experience.
The ambiance is thoughtfully curated to establish an inviting and upscale setting, creating not just a food shopping destination, but a true haven for culinary aficionados and those with an appreciation for diverse flavours.
Lonely at the Top
The summit of all supermarkets and food halls are led by three brands you might not have heard of. Harrods Food Hall, La Grande Epicerie Paris, and Fortnum & Mason are esteemed brands that each hold a unique place in the world of luxury food retail.
What makes them so special is their dedication to providing extraordinary gastronomic experiences. They each curate an unparalleled selection of gourmet products, championing the finest culinary traditions while staying true to the spirit of their respective locales. These establishments have become cultural landmarks, celebrated not only for their exceptional offerings but also for their role in preserving and elevating the art of fine food and drink.
Harrods Foodhall stands as an iconic destination within the illustrious Harrods department store in London. This culinary haven is synonymous with luxury and sophistication. Within its opulent surroundings, it presents a meticulously curated selection of gourmet products, ranging from the finest cheeses and charcuterie to freshly baked pastries, artisanal chocolates, and rare teas. The Foodhall is a sensory journey that immerses visitors in a world of culinary excellence, accentuated by its stunning displays and unparalleled attention to detail.
La Grande Epicerie Paris, located in the heart of the French capital, is a haven for food connoisseurs seeking the epitome of Parisian gastronomy. This renowned food emporium, owned by LVMH, housed within the Le Bon Marché department store, captures the essence of French culinary artistry. It showcases an exquisite array of gourmet delights, including premium cheeses, delicatessen meats, freshly baked breads, and an extensive selection of wines and champagnes. The establishment radiates a quintessentially French elegance, offering visitors an authentic taste of Parisian savoir-faire.
Fortnum & Mason, a venerable institution nestled in London’s Piccadilly, boasts a rich heritage dating back to 1707. Renowned for its exceptional quality and commitment to excellence, it stands as a purveyor of fine foods, teas, and luxurious gifts. The brand’s flagship store includes a world-famous food hall that exudes timeless charm and houses an array of gourmet provisions. From exquisite hampers and premium teas to artisanal preserves and delectable confections, Fortnum & Mason embodies British refinement and culinary innovation.
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