Lucky’s: Like a Hardware Store for Groceries

The Wall Street Journal: “Lowes Foods, a chain in North and South Carolina, introduced gourmet sausage stations and “beer dens,” where customers can drink while they shop or get a half-gallon jug filled with a craft beer, in 14 locations four years ago. After they were launched, ‘there was an immediate, noticeable increase in the number of men shopping in our stores,’ says Heather George, senior vice president of brand strategy. The male-focused amenities are now featured in 61 stores.”

“Hy-Vee Inc., a Midwest chain of more than 240 supermarkets, revamped its store recipe magazines this year to include sports stars on covers and weightlifting spreads … Mega Meat sales, where customers earn gas discounts, are particularly popular, Hy-Vee says … At Alfalfa’s Market, a Boulder, Colo.-based grocery-store retailer, the percentage of men shopping has risen to 40% from 30% while the share of female customers has declined, says co-owner Tripp Wall. He is currently expanding the company to 10 stores from its current two, and working with architects to incorporate more of a male point of view into designs.”

“Based on his observations of customers, Mr. Wall says, men like when they can see the exit, even when they are deep in the middle of the store. … The meat department offers butchery classes. Stores have even had requests for more-masculine floral arrangements.” Jonathan Schoenberg, a 50-year-old dad who shops at Lucky’s in Boulder, Colorado, comments: “Most supermarkets are pastel colors and sell tons of flowers, and the language is merry-merry, happy-happy … Lucky’s feels like a hardware store with groceries.”

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