Greater Than Groceries: Defining the Heinen’s Experience
The following story was written by Heinen’s partner Elaine T. Cicora.
If you’re a regular Heinen’s customer, chances are you’ve felt the magic of shopping in one of their stores.
As a loyal Heinen’s customer, I find the magic greets me at every turn: from the sparkling pyramids of produce to the warm jewel-box lighting. From the wide, uncluttered aisles to the amply stocked shelves. From the enchanting scent of strawberries to the exotic aromas of sandalwood and lavender. Even when I come rushing in, intent on nothing more than slaying the week’s shopping list and making a quick escape, I soon succumb, however subtly, to the special qualities of the Heinen’s experience.
What Makes Heinen’s Special?
It could be the colors. I’ve hardly grabbed a cart before I’m welcomed by a rainbow of nature’s finest: swaths of golden lemons, tumbles of emerald limes, stacks of ruby apples, and buckets, boxes and rustic bins overflowing with plants, flowers and locally grown produce in seasonal hues.
Or maybe it’s the lighting: No gloomy corners or dark aisles here. Warm, bright, but never brash, Heinen’s lighting makes everything from verdant green lettuces to thick-cut beef ribeyes easy to ogle and assess. In the Bakery case, glazed fruit tarts gleam beneath the lights like gems. In the Seafood Department, scallops shimmer on ice like giant pearls.
And let’s not forget the aromas: the garden-fresh scents of carnations, or sunflowers, or roses in season; the earthy smell of locally grown tomatoes, or peppers, or fresh greens; the enchanting essence of Root Candles, Zum Bar soaps, and the host of wholesome products that fill the Wellness aisles. Of course, sometimes the best thing about smells is where they’re not. In this case, that means I can freely roam the Meat and Seafood Departments, with never a whiff of anything beyond clean, fresh air.
The Ultimate Selection
The magic of shopping at Heinen’s could also just be the selection: an eye-popping abundance of choices that beckon from every department. Want chicken? Whole or parts? Skin-on or skinless? Organic, pasture-raised, or Amish? Or is it cheese you’re after? Domestic or imported? Locally made (from Hiram, Ohio’s Mackenzie Creamery, say, or Cleveland Heights’ Marchant Manor) or legendary West Coast imports (like Cypress Grove’s Humboldt Fog or Cowgirl Creamery’s Mt. Tam)?
In the grocery aisles, I gape at seemingly endless shelves stocked with canned tomatoes, pasta sauces, or olive oils. In the Meat Department, I reel before the varieties of ground meat – beef, organic beef, dry-aged beef, veal, lamb, pork, chicken, turkey. And don’t even get me started on the Wine Department: I manage to discover a new favorite about every six weeks, and I have no fear of ever running out. And how about those self-serve wine cruvinets? Slide in that preloaded card, grab a wine glass, and enjoy a taste, a 3-ounce sip, or a 5-ounce pour of a featured bottle– and may the shopping begin!
But let’s not overlook the special little somethings that contribute to the Heinen’s experience. Want to sample a new-to-you fruit or veggie? Just ask a Produce Associate. Would you like your pork chops cut to a certain thickness? Heinen’s friendly butchers are glad to help. Need an abundance of wild salmon for an upcoming backyard cookout? Your special order will arrive in a jiffy.
Heinen’s Hardworking Associates
Likewise, at the end of my shopping run, I find checkout a breeze, with baggers appearing as if by magic to carefully corral my purchases: rubber bands placed around berry cartons, meats carefully segregated from produce in their own bags, and those canned tomatoes never sitting on top of the burger buns. Bad weather seems more bearable, too, when I take advantage of parcel pickup. In no time at all, my groceries are loaded in the car, while I sit comfortably in the cockpit.
Which makes me think … maybe it’s the people who make the Heinen’s experience different. People like the kind butcher who strolled out from behind his counter, unbeckoned, to offer some insight to a clearly overwhelmed shopper (me). Or the Wine Consultant who slipped his own card into the wine dispenser to let a wine fan (also me) sample (yet another) chardonnay. There was the young associate who took time out from stocking shelves to walk me toward the newest additions to that remarkable canned-tomato line-up. And the cashier who offered a warm greeting before chatting with me about our respective travels in Puerto Rico.
In other words, in every department, at every turn, there was a kind face, a helpful presence, or simply a friendly smile – a personal connection that helped change shopping from a chore into a communal experience.
Great people, an abundance of top-notch products, and a space as cheerful, clean and artfully designed as the toniest boutique: That’s the Heinen’s difference. If you know, you know. And if you don’t, I hope you’ll stop in soon to experience that touch of grocery magic.
