Dive Brief:

• Hy-Vee announced Tuesday it has opened two new locations in Wisconsin, bringing its store count in that state to eight. 
• The newly opened 97,000-square-foot store in Janesville is the sixth of the grocer’s “state-of-the-art” stores that feature a variety of meal offerings, services and general merchandise offerings including a Joe Fresh clothing and a Pair Eyewear kiosk.
• The other store in the village of Oregon has filled the spot that Bill’s Food Center formerly occupied.  

Dive Insight:

The Janesville store is Hy-Vee’s newest location focused on experiential shopping.

The location has a large food hall area for fast-casual dining and an expanded breakfast menu. Customers can also find a pub with a full-service bar that has 32 taps and an outdoor patio, along with several in-store food concepts, including Mia Italian, HyChi and Hibachi, Nori Sushi, Market Grille, Long Island Deli and Wahlburgers.

Some of the notable grocery offerings include a chef’s station at the meat counter, a dry-aged steaks case and a Hy-Vee Wine and Spirits department with walk-in beer cooler and climate-controlled wine room. There’s also an expanded HealthMarket department with more than 8,000 items, including a wider selection of vitamins and sports nutrition options, and drive-up pharmacy window. 

Hy-Vee has become known over the years for expanding beyond food with “shop-in-shop” offerings and on-site services and amenities. The Janesville store continues this effort, offering Joe Fresh clothing, a Pair Eyewear kiosk, DSW footwear, a beauty department and an expanded Candy Shoppe department. Customers can use digital kiosks to access offerings from Hy-Vee Financial Services. There’s also a mother’s room, dry cleaning and postal services.

Hy-Vee is also continuing its efforts to embrace digital innovation with the store. The grocer noted that the location is outfitted with digital shelf labels and more than 50 TVs to showcase Hy-Vee products, promotions and services, along with the digital kiosks to place cake and prepared foods orders. Customers can also use Hy-Vee’s Scan & Go payment option or self-checkout options. 

The store carries roughly 120,000 items, including more than 6,000 specialty items and more than 3,500 fresh produce items.

The Hy-Vee store in Oregon includes a specialty cheese department and prepackaged charcuterie; an expanded health and beauty department; and a large greeting card section.

Bill’s Food Center closed in late January after serving the village for more than four decades, The Oregon Observer reported.