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Brücke in die Zukunft. Mit «Bridge» will die Migros Zürich den Supermarkt von morgen kreieren. Auf der Fläche ist viel Platz für externe Anbieter. Und für Drinks.
…Bridge wie Brücke? Ja, sagt Projektleiter David Böhler, der seit April 2018 am Konzept arbeitet, «‹Bridge› will die Brücke schlagen vom Supermarkt zur Gastronomie und zum Event.» Weiter sogar noch, bis hin zum Drittpartner. Eine Abkehr von der üblichen Retai-ler-Denke: Meist sind Supermärkte, egal welcher orangen Macht zugehörig, darauf aus, ihre Flächen und Gestelle mit ihren Eigenmarken und den wichtigsten Markenartikeln zu füllen und damit volle Kontrolle über den ganzen Laden zu haben.
Hier geht «Bridge» einen entscheidenden Schritt weiter. Auf den rund 2000 Quadratmeter Kundenfläche, über zwei Etagen verteilt, kommen auch Fremdmieter sowie temporäre Partner auf sogenannten Pop-up-Flächen zum Zug. Der orange Riese macht Platz frei für kreative Zwerge. Konkret haben im neuartigen Format «Bridge» fünf Drittpartner, die nicht ins orange Reich gehören, ihren festen Auftritt. Da sind zum einen der Zürcher Baguette-König Seri und die Kaffeehelden von Vicafe. Daneben auch Flour & Water für Pizza, die Miteinander GmbH (bekannt von Frau Gerolds Garten) unter dem Label Tokyo Express für japanische Speisen sowie das Unternehmen Smith & Smith mit einem Angebot für, wie Brückenbauer Böhler sagt, «urbane Trinkkultur». Letzteren Infoschluck heben wir uns für den Schluss auf…
…Bridge wie Brücke? Ja, sagt Projektleiter David Böhler, der seit April 2018 am Konzept arbeitet, «‹Bridge› will die Brücke schlagen vom Supermarkt zur Gastronomie und zum Event.» Weiter sogar noch, bis hin zum Drittpartner. Eine Abkehr von der üblichen Retai-ler-Denke: Meist sind Supermärkte, egal welcher orangen Macht zugehörig, darauf aus, ihre Flächen und Gestelle mit ihren Eigenmarken und den wichtigsten Markenartikeln zu füllen und damit volle Kontrolle über den ganzen Laden zu haben.
