2015 PAVE Student Design Competition :: Visual Merchandising Category
Sponsored by Kroger
Submit by 10.27.2015
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.
Visual Merchandising Category
In many locations, food trucks or food carts provide temporary and spontaneous prepared food
destinations reflecting a broad variety of fresh food offerings. Farmer’s Markets and Market Halls also provide similar experiences that are highly sensorial, appealing and memorable within unique local settings.
The challenge is to design and create vignettes for local food vendors that clearly reflect variables
driven by geography and demographics. Integrate fresh prepared food elements that positively reflect
the energy and intrigue of such local settings in designated points positioned within a typical
supermarket context. The selling environment should be defined by fixture placement, to include fresh prepared foods, and related merchandise, signage and visual presentation.
While some basic assembly or final cooking steps should be accommodated within the vignette, it is
assumed that primary food preparation, storage and clean-up will be provided off-site.
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