Competition :: Store Design (Pave 2015)

2015 PAVE Student Design Competition :: Store Design Category
Sponsored by Kroger
Submit by 10.27.15
Competition Website

About Kroger
Kroger was founded in 1883 in Cincinnati, Ohio. It is the largest grocery chain in the US, with 2600
stores coast to coast, representing multiple formats and banners in 34 states and serving 8 million
customers a day. Much of Kroger’s growth has been through acquisition, so in addition to the Kroger
banner, it is recognized by multiple banners in regions across the country, including: Fred Meyer,
QFC, Ralphs, King Soopers, Frys, Smiths, Dillons and Harris Teeter.

A prominent new store format for Kroger is known as “Marketplace”. It has approximately 100,000 sf of selling space and features fresh foods, groceries, drugs and general merchandise. Within the
format is a 6,000sf area where hot and cold fresh prepared foods and beverages are available for onsite consumption or carry-out, a coffee shop, sushi bar and seating. The 2015 PAVE design
challenge will focus on this area of the store.

The Store Design Challenge
Kroger seeks to continuously grow its customer base and build loyalty across multiple regions in the
US by consistently providing a convenient and comfortable shopping experience that makes
shoppers want to return, focusing on good prices, offering the right products and having friendly store
employees. While there are high expectations of being able to purchase items that are routinely “on
their shopping list”, these are generally items they take home for subsequent use or consumption.
Kroger aspires to provide a deeper emotional connection through the creation of a “third place
destination” that is centered on the enjoyment of food. This may be an opportunity to share a meal
with family or friends, or to taste and learn about new foods or new ways of preparing familiar foods. It may also provide a place to experience a sense of community inspired by the concept of sharing
food, a cup of coffee or a glass of wine, and offer a meeting destination or simply a place to relax.

The new design should explore ways to enhance the relationship shoppers have with the purchase
and consumption of fresh prepared foods as a key focus of the Marketplace format. It should provide
a highly appealing destination for shoppers of all ages, ethnicities and demographic backgrounds to
share a range of food types that represent local traditions and a variety of ethnic heritages. It should
be perceived as fresh, uplifting, welcoming, convenient, authentic and locally relevant and present a
compelling community gathering space that inspires a sense of social connection, and enhances the
value of the shopping experience.

Entries must be received by 5:00 p.m. Eastern time on Tuesday, Oct. 27, 2015

Please do not contact Kroger with any questions regarding the competition, this address is for
entries only. For all questions regarding the competition contact PAVE at