Publix: A Fresh Culinary Experience
By Larry Miller
I didn't have to travel far to find fodder for this column. The commotion and excitement happened to be near my hometown, as friends and neighbors eagerly awaited the new Publix, which opened its doors several months ago in Lake Mary, Fla.
Lakeland, Fla.-based Publix opened this new store in an old Winn-Dixie location that was shuttered during that grocery chain's downsizing. At the same time, Publix decided to close an older store less than a block away. In recent years, the 926-store grocery chain has opened many new stores in central Florida and is getting better and better at building stores that look innovative and are laser-focused on fresh food.
The general reaction to this new Publix store in Lake Mary is that the deli offering -- with hot and cold grab-and-go meals -- offers a wide selection of products and has great eye appeal. Once I entered the store, I have to admit that I was impressed from the very first turn of my head.
The food court section consists of five staging/order-point areas that occupy the right-hand side of the store in the front quadrant, which is backed by great presentation in the produce and fresh bakery sections. The whole package is stunning and it really has a heavy emphasis on fresh culinary experience. The five areas have a warm, clean and bright image with modern signage and graphics for each of the food offerings or styles of cooking.
The Grill, open 10 a.m. to 9 p.m., offers traditional hot sub sandwiches along with some unique selections, such as the Blackened Fish Sandwich of the Day, the Hawaiian Steak Sandwich, a Philly Sub and a really large (and excellent, I might add) Bacon Cheeseburger.
Handcrafted Sandwiches, open 10 a.m. to 9 p.m., features custom cold subs and sandwiches of every variety imaginable. The condiments and toppings are plentiful and can satisfy even the most eclectic tastes, as well as those who want a simple Turkey & Cheese on whole wheat! My favorite, so far, is the Honey Maple Turkey & Brie.
Mediterranean Oven, The Carvery, and Pacific Wok, open from 10 a.m. to 3 p.m. and 5 p.m. to 9 p.m., are positioned to wrap around the inside corner of the foodservice area for labor efficiencies. There is strong visual appeal as the employees in professional chef attire do all the food preparations in plain view of customers.
All of this impressive presentation sits immediately to the right of the new Apron's Make-Ahead Meals Program demonstration kiosk, which is an impressive step forward for Publix as it and other grocers begin to feel competition from the relatively new meal-preparation chains and independents cropping up across the county.
The wok cooking and the pizza making are impressive and draw a crowd. The smells of Italian spices in the Spinach & Wild Mushroom Lasagna, the Oriental zest from the General Tso's Chicken and the citrus aroma from the Lemon Chicken Rotisserie was a real sensory assault to all the hungry folks, like me, who were lining up to order.
All of the tempting food gave me a comfortable feeling about freshness, quality, variety and cleanliness. The chefs and attendants were knowledgeable and able to answer many questions, and the service was friendly, fast and efficient. All of this shows that training, planning and execution - along with menu detail and presentation - are key to making any new foodservice program work in the retail environment.
While I really like what I saw and ate at this Publix, several things still need adjustment. For example, the antiquated hot and cold beverage equipment and merchandising, which are in a highly visible location adjacent to the pay point, gave the customer a negative final impression. There are so many options available today for dispensed beverage equipment that would truly make this whole area of the store shout "customer friendly" and "innovation."
Will Publix get it right eventually? Absolutely! The company will get it right because it is a first-class operation that takes pride in what it provides in the communities it serves. As a privately held, employee-owned business, it takes risks. It continually changes and it is taking some bold steps on the perimeter departments of the store, all the while keeping the center of the store consumer-driven as well.
My question for the near future is this: When will the "Pix" convenience store brand become an outpost for this new food court/deli/hot foods solution, withdrive-thru service windows to make this a true convenience-driven initiative? Let's watch and see.
Editor's Note: Special thanks to Tom Strenk, who contributed to this report.
Larry Miller is CEO of ALM Business Media Inc., the parent company of On-the-Go Foodservice. This column draws on his 35 years of retail and foodservice consulting experience. You can reach Larry at lmiller@OnTheGoFoodservice.com.