Is seafood part of Target's 'PFresh' format?

Published on
May 14, 2009

Seafood will be a small but growing part of the grocery store-within-a-store departments Target Corp. is adding to 100 of its stores by year's end.

After testing the "PFresh" mini food sections in two Target stores in Minneapolis last year, the concept was expanded to eight new stores in six U.S. states in March. The concept has been such a success that executives plan to include the dry grocery and perishable food sections in 100 new and remodeled Target stores by the end of 2009.

"This allows our guests to have a convenient, mid-week grocery shopping trip," said Target spokesperson Anna Anderson. "Food also drives frequency with our shoppers" in addition to providing value and convenience, she added.

While PFresh food offerings will primarily feature produce, beef, pork, chicken and bakery goods, Target executives will consider adding more seafood items in the future.

In June, packaged, refrigerated salmon will be the only seafood item added to certain stores with the PFresh formats, said Anderson.

"So far, we just have salmon on the docket. But, as we continue to evaluate [the formats], we will continue to make adjustments," she explained.

Target, which operates 1,700 stores nationwide, is retailing 50 to 250 percent more food products in Target stores that are adding the PFresh format, compared to Target's standard general merchandise stores. Those stores are also being expanded to an average of 135,000 square feet, from 127,000 square feet.

The "P" stands for "prototype," and "Fresh" refers to the fresh food assortment available in the department.

Offering groceries is a trend that Target executives appear to be committed to. Target continues to see "positive sales trends" from the stores that have been testing the PFresh format, said Anderson.

"If we continue to experience those favorable results, we intend to incorporate these expanded food offerings in a substantial portion of our chain over the next three years," she said.

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