Supermarket Real: New logo, new slogan and more freshness should ensure a successful restart
Created: 07/21/2022, 16:39
By: Stella Henrich
The supermarket now greets its customers with "Mein Real" and the slogan "Everything I like".
In the future, there will also be cooperation with regional suppliers.
Munich – Thanks to the cooperation with Rewe, the Real chain can save on purchase prices.
A crucial strategy to be competitive.
And so that the trucks no longer have to travel long distances from one branch to another, Real is fine-tuning the logistics.
Cooperation with Rewe also plays a role here.
This is what the Real supermarket chain is now announcing.
But not only these changes are pending.
The retailer's logo and slogan will also be adjusted to boost the supermarket chain's image.
It should be more modern and fresh.
At the same time, the branches are also to be modernized for the new start.
Apparently, Real is now declaring war on its competitors.
Supermarket Real: New name, new logo and new slogan
Real has been broken up for over a year and a half.
For a long time it even looked as if all Real markets would have to close.
By the beginning of 2022, 63 branches of the once more than 270 branches could be saved.
The former subsidiary of Metro has been called “Mein Real” since July 1st.
The blue and red logo will be replaced by a soft-looking organ and the letters in the logo will no longer be angular and italic, but playful and rounded, as
reported by
RTL.de.
The slogan is also changed.
Instead of "once there, everything in it" it's now: "everything I like!"
Real's new logo becomes "My Real".
(icon image) © Screenshot
The new market facade will soon be available at all 63 locations from Raisdorf-Schwentinental in Schleswig-Holstein to Zwiesel in Bavaria.
And not only outside, but also inside the branches, it should be friendlier and brighter in order to offer consumers a “modern shopping experience”, the TV broadcaster continues to report.
Above all, the products would also be re-divided and sorted.
But there should also be more space within the branches.
In the future, fruit and vegetables would be found in the entrance area.
Supermarket Real: A lot depends on the cooperation partner Rewe
Decisive for the restart is also "that the cooperation with the new delivery partner Rewe succeeds," says Peter Kenning, Professor of Business Administration, to
Merkur.de
.
"If the purchasing and logistics costs for 'mein Real' are better than before and at the same time other costs don't get out of hand, then it could work out," the Düsseldorf supermarket expert continues.
Since "Mein Real" wants to work more with local and regional suppliers in the future and place a greater focus on fresh food departments, this step could also contribute to the fresh cell cure of the stores.
For the Munich Real branch, it has been clear since April what will happen next.
The branch in the Suma Center in the Euro-Industriepark is taken over by Kaufland.
According to
RTL.de
, there will be seven more Real locations in Bavaria (in Amberg, Hallstadt, Passau, Pocking, Traunstein, Weiden and Zwiesel) in the future.
In NRW, 16 branches remain despite being broken up.
.
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