Innovative food concept

Zurich style test balloon

A look at the new Migros concept Bridge.
Migros Zürich
A look at the new Migros concept Bridge.

In its "Bridge" store concept, Migros Zurich combines gastronomy, supermarket and events under one roof. With the new store in the Europaallee district of Zurich, the cooperative is exploring how far the interplay between retail and gastronomy can go.

Migros Zurich has chosen a vibrant location in the centre of Zurich for its new concept, namely in the newly developed "Europaallee" quarter within sight of the main railway station. On April 8, "Bridge" opened its doors and is to become a meeting place for residents, workers and travelers. On offer will be lots of fresh produce, convenience and events. The latter especially once the pandemic is over.

The 2,000 square meter space extends over two floors. Supermarket and gastronomy areas alternate and merge into each other. 70 percent of the assortment in the store are Migros own brands. In addition, there are a variety of products from regional third-party suppliers, including organic snacks from "Kleinbauern bei Pakka", food made from hemp by "Alpenpionier" or salmon from the Zurich-based brand "Frisk Fisk".

Variety with pop-up stores

Pop-up stores and the bistro are intended to provide regular variety. For the start, the motto here is "Lima Garden": Guest chef Emilio Espinosa-Schwarz will prepare Peruvian dishes and introduce guests to the food culture of his home country. The chefs in the bistro are to change every three months. After the pandemic, accompanying workshops and events are planned.

Food and gastro partners at the space include "Tokyo Express," a purveyor of Japanese classics, "Vicafé" roastery and "Seri" bakery. Despite the pandemic, the food court is open. However, the dishes may only be purchased for takeout.

"In today's market environment, we are faced with the question of what the bridges of the future might look like," says Jörg Blunschi, Managing Director of Migros Zurich, at the opening, referring to growing e-commerce. With the new location, Migros' answer, he says, is to use its own power to unite diverse offerings in one place and thus create new platforms.

This text first appeared on www.lebensmittelzeitung.net.

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Zürich Migros
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