We’ve been in-store at one of Deli de Luca’s last format stores in Oslo, on Torgata, to see how the concept is evolving to meet a range of food-to-go needs.
Focused on food-to-go
Deli de Luca forms part of Norgesgruppen, which is Norway’s number one food retailer, operating a variety of formats including Meny supermarkets and KIWI discount stores. But Deli de Luca sits apart from those businesses, with a focus and personality of its own. Almost the entire range in this store is focused on food and drink for now missions, meaning it competes most directly with coffee shops, sandwich bars, QSRs and restaurants rather than food retail stores.
Counter served, but operational simplicity is a focus
The counter displays are a core feature of the store, and draw customers in through the abundance of product on display for example in sandwiches. Ranges continue to be updated and evolved, with for example the hot pizza range and ice cream offer among those receiving a recent upgrade.
Quality coffee and range breadth underpin the offer
Coffee is provided via bean to cup machines barista style over the counter, impacted by the need to drive operational simplicity in a market where labour costs are extremely high. But there’s a focus within this on delivering the best coffee they can to their customers, with machines imported from the US. Across the wider range, healthier products are playing an expanding role in the offer, with free from, vegan and vegetarian ranges clearly signposted.
An attractive store environment that encourages dwell time
On this and previous visits to Deli de Luca, we’ve been drawn in by the enticing environment, supported particularly well in its latest format by the seating area. In this store, the seating area is on the right on entry to the store, with the counter and main store to the left. The bean to cup coffee offer sits at the intersection of the two, making a strong first impression.
A brand with food-to-go personality
Deli de Luca does the softer things very well. The store environment is part of this, but so too is the messaging in-store, as well as the customer service focus. Deli de Luca MD Tormod Lier spoke at our Food-to-Go Summit last year about the evolution of the business, how the proposition is evolving and what could be next. On the basis of this store, an exciting future awaits.
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