Longo's Debuts New Shopping Concept

Longo's Debuts New Shopping Concept



TORONTO, CANADA - In this rapidly changing retail landscape, staying ahead of the curve is crucial to staying relevant, and Longo Brothers Fruit Market (Longo’s) is going the distance, pioneering a new meal-based shopping program inside its Maple Leaf Square location in Toronto. The new format offers a unique and personalized shopping experience to the increasingly discerning consumer.

Rosanne Longo, Consumer Spokesperson, Longo's“As the grocery store model continues to evolve, we must focus on developing programs that are both customer-centric and designed for the future of retail,” said Rosanne Longo, Consumer Spokesperson and Brand Ambassador. “Through this program, we hope to create greater value for our customers that will keep them returning to their favourite Longo’s location time and time again.”

As part of the test pilot, each store will feature a kiosk area that will merchandise fresh ingredients according to a specific meal. The kiosks will give shoppers a central location inside the store where they can select their meats, starches, garnishes, and, of course, produce, to craft a specific meal or recipe. According to a press release, shoppers will be able to adjust the size of their meals to accommodate a single person, or up to 10 people—perfect for dinner parties. As added help for its consumers, the pilot stores will provide recipes and step-by-step cooking guides in-store and online.

Each store will feature a kiosk area that will merchandise fresh ingredients according to a specific meal

“Everything we do at Longo’s is about enhancing the overall experience that customers have with our brand both in-store and online,” said Rosanne Longo. “Above all else, we strive to be a place that offers something for everyone—for those who love grocery shopping and browsing the aisles, to the individual who wants to gather their ingredients quickly and conveniently. Whatever the preference, we are committed to continual improvement and perfecting the customer experience at every turn.”

Director of Produce and Floral at Longo’s, Mimmo Franzone, commented on the potential this program has to put a spotlight on fresh produce.

Mimmo Franzone, Director of Produce and Floral, Longo's“Along with the value proposition we’re offering our guests, it allows us to showcase the best that the season has to offer when it comes to produce,” he said. “Our in-house innovative team of chefs create meal solutions that are quick and easy to make and made up of the freshest ingredients around. The first three creations included locally-grown asparagus, sweet mini bell peppers, and, for the sweet at heart, golden pineapples.”

The company asserts that the new format has the potential to attract and engage new customers, as well as help returning customers develop better ways of shopping that increase both convenience and ease.

Franzone said these meals are easy solutions that use fresh ingredients

“Similar to the many Longo’s initiatives that are currently underway, this program seeks to prepare us for the future of retail,” commented Rosanne Longo. “As we carefully examine consumer trends, we know that customers are certainly seeking convenience, but we firmly believe that they also want a human-centred experience where they can browse, see, feel, and compare ingredients before purchasing.”

It’s clear that innovation is on the horizon for the retailer.

“Stay tuned for some new and exciting things coming down the pike for Longo’s; or should I say...Be Pronto,” Mimmo teases.

The pilot project, which lauched only yesterday, and the retailer has plans in the works to expand the model to each of its 33 stores by spring 2020.

How will this pilot program stack up against other retailer’s strategies to forge the new future of fresh? Keep reading AndNowUKnow to learn more.

Longo Brothers Fruit Market