“Vkusville” is testing the format of fruit and vegetable stalls selling freshly squeezed juices “Fruitcourt”
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Continuing to experiment with formats, Vkusville began testing a new project – fruit and vegetable stalls selling freshly squeezed juices “Fruitcourt”. Currently, there are small players in this market whose business is characterized by low profitability and high rotation. But Vkusville can increase efficiency due to large volumes of purchases and an expanded assortment, experts say.
“Vkusville” filed an application to register the “Fruitcourt” trademark and began looking for employees to develop fruit and vegetable shops under this name. This follows from Rospanthet data and vacancies published by the company. According to recruiting services, the first Fruitcourt store with an area of 70 sq. m opened in the Myakinino Park residential complex in the west of Moscow.
Vkusville confirmed to Kommersant that they are testing a new format of a fruit and vegetable shop with a juice bar, where juices, smoothies and cocktails will be sold. The assortment of fruits and vegetables consists almost entirely of supplier items; fresh herbs, mixed salads and frozen foods are also presented, says a Vkusville representative. According to him, the decision on the development of the project will be made based on the results of the first point and customer feedback.
Vkusville was founded in Moscow in 2012 by Andrei Krivenko, among the investors was Baring Vostok. Manages more than 1.5 thousand stores in 152 cities of the Russian Federation. The revenue of JSC Vkusvill in 2022 increased by 25.4%, to 203.39 billion rubles, net profit was at the level of 3.09 billion rubles. The company is also developing Vkusville Mini stores, a network of vending machines, delivery services, and last month it bought the brand and assets of the Anderson cafe chain (see Kommersant on November 20).
General Director of the Berry Union Irina Koziy notes that through a separate format of fruit and vegetable shops, Vkusville can strive to develop its positioning as a seller of healthy and natural food. According to her, the range of fruit and vegetable products often forms the face of a retail chain and allows it to stand out among competitors. General Director of Infoline-Analytics Mikhail Burmistrov adds that fruits and vegetables are one of the key categories in Vkusville’s assortment. Its importance is so high that the retailer previously even renamed some of its outlets “Mangosines”, dedicating the campaign to the season of selling Egyptian mangoes, he recalls.
DNA Realty CEO Anton Belykh says that now the segment of fruit and vegetable shops is overwhelmingly occupied by individual sellers and non-chain retailers, and on average the outlets occupy 10–40 square meters. m. According to him, this segment is experiencing significant pressure from large chain retailers opening nearby with an expanded range of goods, which are drawing some of the traffic. As Mr. Belykh points out, small sellers are limited in their ability to control prices, while Vkusville has the opportunity to reduce purchase prices due to higher volumes of product supplies and a developed logistics network.
Managing partner of RedStone Indira Shafikova warns that small shops with freshly squeezed juices and cut fruits and vegetables are a low-profit business due to the reduced assortment, and such outlets are closing as quickly as they open. In her opinion, in order to qualitatively scale the Vkusvilla project, it may be necessary to add items such as tea, coffee, and desserts to the goods in the shops. In the segment of fruit and vegetable shops, it is necessary to work on accelerating the turnover of products, since we are talking about perishable goods, adds Mr. Belykh.
Mikhail Burmistrov believes that the most effective could be the integration of additional assortment in the form of freshly squeezed juices, smoothies, and sliced fruits into the cafes already operating in Vkusvilla stores. Individual outlets of the Fruitcourt format may be in demand in high-quality locations with high traffic, the expert adds. Anton Belykh believes that the format has potential in new residential complexes of the middle and higher classes, subject to constant monitoring of the quality and freshness of the assortment.
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