Delivery service Food Fresh opens an offline store
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Strawberries for 1 thousand rubles, tomatoes for 2.5 thousand rubles. and the European “sanction” in Moscow are planning to open a new store of premium products. The Food Fresh delivery service intends to go offline. It has been operating for four years, and, according to media reports, the average bill there is 10 thousand rubles. For example, 1 thousand rubles. 1 kg of strawberries from Greece will cost, and 1.2 thousand rubles. – half a kilo of Uzbek tomatoes. Exclusive products include Spanish jamon, Peruvian figs, Belgian chocolate, Italian black truffles and octopus meat from Indonesia. An offline point should appear on Bolshaya Pirogovskaya Street.
You shouldn’t expect any changes in the assortment and prices at the grocery store, says Andrey Karpov, Chairman of the Board of the Association of Retail Market Experts: “The premium segment of food products is quite complex in itself, because the consumer there is very demanding. On the one hand, in Moscow there is a need for this kind of format. At the same time, this market participant operates in the premium delivery segment, it is developing quite well in principle, and consumers are ordering more and more products on the Internet.
And, probably, it would be much more correct to focus on this segment and not go into opening an offline store. Of course, prices are unlikely to differ, because there is no such practice. Now, in principle, there should be no difference between offline and online.
If we talk about the location, how much can it play into the hands of the store? On the one hand, they need to be located as close as possible to the wealthy consumer, but, on the other hand, a wealthy client has people who purchase products, and then the location is not so important.”
In the application of the online service, allegedly, you can find products from the sanctions list: 300 grams of Italian Grana Padano cheese will cost 1.5 thousand rubles, and the maximum price for a piece of Parmigiano Reggiano reaches, depending on the aging, 2.2 thousand rubles . With such an assortment, the grocery store very clearly reaches its audience, says Ivan Fedyakov, general director of the Infoline agency:
“This is an ordinary private project. In principle, calling it a service, it seems to me, is quite ambitious. In fact, this is a separate dark kitchen, which is aimed at wealthy Muscovites living in a certain location. Of course, this public has a request for farm products, some exclusive offers, and it is quite possible that for them a check of 10 thousand rubles. to order food is normal. But it is obvious that this service will not be widespread, and is unlikely to go beyond the Garden Ring.”
According to the media, the premises where the Food Fresh outlet will open used to be a grocery store called “Fasol”. It closed more than four years ago – no one has rented the space since then.
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