Euro Trip: Inside Plus, the Dutch Co-Op

In the fourth part of WGB's new European store tour series, WGB insider Anne-Marie Roerink highlights the Netherlands' Plus, a cooperative chain that is highly focused on delivering a fresh and locally-sourced food, with a lot of variety to consumers throughout the Netherlands.

With 260 locations, Plus is an important player in the Dutch market. It is a cooperative for 227 independent retailers, most of them one-store operators. The co-op sees local ownership as important to their flexibility and knowledge of the local market.

Plus uses positioning that combines eating well with convenience, and it actively markets to businesses such as offices, daycares and medical services facilities. 

The following photos are from the Plus location in Doetinchem, Netherlands, just five miles from the Dutch-German border. 

Located in a subdivision off the main track, Plus alerts nearby motorists and residents about the new store, with their signature “great food” positioning.

Like with most Dutch grocery stores, self-scan is one of the checkout options at Plus. The Dutch tend to have smaller and much more frequent grocery trips, ideally positioned for self-scan.

While the main positioning is focused on eating well conveniently, Plus also highlights favorable pricing throughout the store. In center store, markers call out the best local pricing. In produce, comparisons are made against Albert Heijn, Jumbo, Lidl and Aldi.

These meal packages combine all vegetables for homemade soup or meals such as curry or couscous. Recommendations for pairing meat/fish/poultry are included. Plus also exclusively sells HelloFresh complete meal boxes that include meat, fish and vegetarian boxes. HelloFresh is only available in-store.

Plus offers extensive heat-and-eat meals, where they point out all meals containing a minimum of 150 grams of vegetables. The containers are made of recycled cardboard and a layer of foil that are easily separated for recycling purposes.

Throughout the store, shoppers are reminded it’s BBQ season. Variety packs in meat offer easy solutions. Signage reminds shoppers to pick up bread, veggies and other BBQ needs. Various sauces are merchandised above the meat case.

While most of the store's beef is sourced from Ireland, local sourcing is pointed out where available. Dutch lamb and other offers use attractive packaging with cardboard sleeves for additional information.

Right in the middle of the meat department, Plus embraces shoppers’ growing tastes for plant-based diets with a legume display. The “choose for a day without meat” signage is repeated in the fish/seafood, plant-based meat alternatives and eggs areas.

This Plus is located in the bottom of a low-rise apartment building. Stocked with small refrigerators, Plus offers shoppers the option to purchase four, six or 10 eggs to their liking.

From pulled pork to pizza and sandwiches, the offering is wide and encompasses many fresh options. Shoppers are reminded items are developed by chefs and made with quality fresh ingredients. Business clients are reminded of the ease of delivery for meetings and happy hours.

The prepared foods area flows into a section with great occasion-based merchandising that combines a wide variety of cheeses with wine, crackers and other items for entertaining or appetizers.

The center store aisles are wide. Organic offerings are called out, as well as the key items with the local lowest price guarantees.

Just like in the U.S., YouTube, Instagram, Pinterest, celebrity chefs and other influencers inspire younger shoppers in the kitchen. Plus strives to be part of the inspiration with their 24Kitchen recipe program, developed by professional chefs.

Microbrews are as popular in the Netherlands as they are in the United States. Plus makes it easy on shoppers, citing "top 5" local microbrews with clear explanations and mix/match availability.

Pictures from a children's drawing contest decorates the checkout area and is one of the ways the local operators connect with their shopper base.