Colruyt Group trials new formula: Cru

“Real” market experience

The company wants to use Cru to move the real market experience to a fixed location. Customers will be able to buy fresh products like meat, fish, locally made bread, fruit and vegetables from a “quirky” product range. Cheese, self-made beer, wine, self-roasted coffee, home-made dishes and flowers will also be available. To fully deliver the market experience, customers will be able to sample food and drink a glass as well.

The “Cru” name means “raw” and symbolizes simplicity and essence, “starting with the product, pure and crude”. It also refers to a special identity or origin and an excellent quality (like a Grand Cru in wine).

“Quality products in their pure essence”

“Cru is for those customers who seek quality products in their pure essence and want to (re)discover contemporary simplicity. Cru wants to connect customers, partners and employees in such a way that they can fully experience their passion for the product and for fine food”, Colruyt Group said.

Employees will not only tell the products’ story, but also talk to the customer to see what they desire. To offer that expertise in every department, Cru will collaborate with partners like Michel Van Tricht en zoon (for cheese).

Cru also wants to offer convenience, for example with cleaned and blanched vegetables or ready-made home-made dishes. It will also use new technologies, like fast check-in, self-scanning and mobile payments.

Brand with its own identity

A young and passionate team, led by Jean-Pierre Roelands (director of store formulas at Colruyt Group), has created the Cru formula.

The goal is to achieve steady growth and the identity of the first store in Overijse will be created through a collaboration of partners, customers and employees. It will also anchor itself in the (culinary) culture and habits of the area. Every additional store will have its own, regional flavour, both in its product range and in how its recipes will be designed.

Obviously, Cru can fall back onto the expertise and the supportive services within Colruyt Group, but the new formula emphasizes it “wants to create its own identity, its own partners and its separate channels”. “Cru wants to use its specific character to fulfill customers’ needs, needs that are not being met by other parts of the group at this moment in time.” It will share the same values and goals however: to create a sustainable surplus, with a focus on craftsmanship, simplicity, transparency and entrepreneurial spirit.

Craftsmen required

Cru is still looking for passionate and driven colleagues that want to help strengthen the project in Overijse. Craftsmen to help the butcher’s, the bakery and the fish department are more than welcome. The team would also like to welcome people who love food and who would like to welcome and service the customers. Catering experience is a plus.

As it is a new formula and a young team, employees will get a chance to grow into their profession and to grow as a person. Cru Overijse will open from Wednesday to Sunday. “Together with our customers, partners and employees, we will build the story of Cru. That is the essence of our formula.”