"Our intent was to exceed customer expectations of what makes a store a Dierbergs store," says Greg Dierberg, president of Dierbergs Markets Inc.
"Our stores have a reputation for being light, bright and roomy," Dierberg
"We elevated that concept with our Produce Market Hall, with high ceilings and plenty of light from skylights and banks of windows around the store."
"Our goal was to create a store that reinvigorates the mundane task of shopping and creates an opportunity for a culinary experience."
- Greg Dierberg
Drawings by local artists decorate the outer walls and interior columns, and include references to local products, the company's local roots and its history in the community.
"All these are prevalent themes in our marketing, and we've incorporated those signature messages throughout the store," Dierberg notes.
One of the market's most distinctive aspects is actually below the sales floor.
"The new store has the distinction of being St. Louis County's only supermarket with covered parking, with space for 175 cars," Dierberg
"It really comes down to playing to our strengths," Dierberg
"As an organization, we're very confident in them: culinary education; bright, clean and well-managed stores; exceptional variety; strong perishable departments; exceptional beer and wine selections; and high customer-service levels."
The Des Peres store was designed to showcase these and other key attributes "in unprecedented fashion," he
Finding a location that made sense for us and our customers was no easy task, as suitable property along this highly commercial stretch of Manchester Road is scarce," Dierberg
While the location was great, the footprint of the property was considerably less than required for Dierbergs' typical 70,000-square-foot-plus store.
"We weren't going to shortchange this community on the Dierbergs
experience, so we added levels," Dierberg
The Des Peres store is the first in the St. Louis metropolitan area to have a rainwater harvesting tank, "a modern moniker for what my dad calls a cistern," Dierberg
The tank holds 45,000 gallons of rainwater collected from the roof and used to irrigate grass and landscaping elements on the property, a natural purification method.
Further, the Des Peres store builds upon energy management initiatives launched at other stores, including enclosed beer and dairy cases, and energy-efficient, motion-controlled LED lighting.
The new store has inspired opportunities to build deeper promotional partnerships with key suppliers.
"For example, through our wine broker for Mondavi Wines, we developed an extraordinary multimedia program with Food Network chef Tyler Florence, who introduced his own wine label," Dierberg says.
"I think that only hints at the promotional potential of this store," Dierberg
"slow and steady" growth strategy is accomplished organically rather than through acquisitions.
As such, the features of the Market at Des Peres have set new standards storewide, particularly for foodservice, which Dierberg
says "will be particularly important as we expand outside the immediate St. Louis metro area," including a store opening next spring in the Missouri vacation community of Lake of the Ozarks.