With its own shop-in-shop concept, dean&david intends to conquer the retail market in German-speaking countries in the future. Following a successful test run with Interspar in Salzburg, Austria, the first unit is to be launched in Germany at the end of November. The fresh food provider also intends to establish itself more strongly in the retail environment with other formats.
Laurenz Hoffmann, CEO and shareholder of dean&david Smartfood GmbH, which is in charge of all d&d sales channels outside the restaurant business, is responsible for the shop-in-shop roll out. He was previously responsible for international fresh food purchasing at Aldi Süd and Kaufland. His business partner Elisabeth Fasbender is responsible for the d&d product range as well as marketing for the shop-in-shop concept.
"dean&david has a network of excellent franchisees in many German cities. This is our strength compared to other providers," says Hoffmann. Operational responsibility for the shop-in-shops will be assumed by the respective local franchisees, who will also bring experienced staff to the new locations. "The new units can build on existing infrastructures," says Hoffmann. Deliveries will also be organized from existing central kitchens.
The still young sales lines are to be continuously expanded. Demand is high, Hoffmann emphasizes. While the dean&david subsidiary still generated around 70 percent of its sales in 2021 from production for the d&d restaurants (including desserts, juices, shots), this share will only be 15-20 percent in 2023.