A Dutch supermarket is smashing convention by grouping pre-portioned groceries purely in terms of recipe ideas.
Amsterdam’s Bilder & de Clerq sells pre-portioned fresh ingredients grouped by meal suggestions.
This is not an entirely new retail trend, with even IGA and Coles toying with ‘dinner to go’ ideas in Australia.
Bilder & de Clerq, which is located in the hip De Baarsjes neighbourhood, takes the tactic one step further.
The store design is based around beautiful images of tasty dinner dishes, such as tagliatelle ragout or pumpkin soup, which are hung around the store.
All the ingredients required for the pictured meal are grouped underneath the sign in pre-portioned amounts.
The modern ‘eetwinkel’ – a Dutch word for takeaway deli – includes per head cost breakdowns for its packages.
Recipes ideas and the store’s visual merchandising change depending on the meals Bilder & de Clerq serves up.
Bilder & De Clercq was founded by two Amsterdam residents, Leopold and Rogier Diederik van Gelder, and is built on their dislike of the waste of modern supermarkets.
“You soon buy too much at the supermarket, which ends up half in the trash at the end of the week. Sin and unnecessary,” reads their website.
“So we came up with the idea of a store decorated around recipes. We make it possible for Amsterdam in a simple and quick way.”
The retailer says it makes the dilemma of “what shall we eat tonight?” a thing of the past.
