Pathmark Prototype

MMR, Oct 8, 2007 by Greg Jacobson

EDGEWATER, N.J. -- Pathmark Stores Inc. recently unveiled here a fuller version of a new prototype store design made public earlier this year in Kinnelon, N.J. The 61,500-square-foot unit, located in Edgewater Commons directly across the Hudson River from Manhattan, features a design treatment intended to improve a number of merchandising enhancements and is organized around the theme "Go Fresh, Go Local."

"Pathmark told us they wanted to drive home the notion of fresh," comments Joe Bona, president of CBX (Coleman-brandworx) retail division, which created the design. "To uncover what that means, we went through a strategic process in which we tested with consumers various starting points for the concept, developing some creativity around each. Fresh can be interpreted in any number of ways, and we wanted to find how it resonated with consumers."

The concept that resonated best was an association with locale, he says. "We found that people move around a lot in this area," Bona explains. "They move from Brooklyn to Staten Island and then to New Jersey. But they remember fondly where they came from--they talk about the wonderful food they could find on Arthur Avenue."

As a result CBX developed departmental names that represent iconic Eastern locales, for example, the Chesapeake Seafood Company, Tribeca Baking Company and The Original 59th Street Delicatessen, for three major perishables departments. In addition, two new food service areas--Bella Cafe and East Side Bistro--make strong statements about quality prepared food.

Bella Care provides a sit-down eating area along with imported Italian chocolates and pastries, authentic gelato, and an espresso bar. The East Side Bistro, meanwhile, is staffed by a chef who provides a touch of theater as he creates dishes in an exhibition-style kitchen. Customers can select freshly prepared meals that are designed with local customer tastes in mind.

The theatrical flair carries over, as well, to the store's "Fine Cheese" department, where a staffer on a small stage cuts and wraps cheese to order. The section is further highlighted by upscale fixtures and cases that deliver an overpowering product presentation.

"Through new design and new merchandising strategies Pathmark is able to communicate its heritage as a value-oriented retailer," states Bona. "But the new design also allows the company to better demonstrate its commitment to service and product freshness."

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Customers entering the Edgewater store immediately sense the freshness message as the entire perishables presentation is arrayed before them. A floral department defined by a wooden trellis and service counter gives way to the "Produce Market" that uses freestanding wooden fixtures and baskets to project the market theme, reinforced with banner signage, specialty lighting and warm colors.

Lighting, in fact, is a notable element of the new design in several of the feature departments. "We were told that the stores lacked a little personality, that everything was too evenly lit," remarks Bona. "There was no mood or emotion. So we changed the light levels to create a more atmospheric effect. In floral and produce, for example, the ambient lighting is low, but spotlights really highlight the product and emphasize its freshness."

Although Pathmark's pending acquisition by A&P is slated to close in coming months, Pathmark plans to remodel 11 more stores during the remainder of its current fiscal year.