When REWE offered vegan meat and cheese alternatives for the first time last autumn, the response from customers and experts was tremendous. But how are things looking after the initial hype? one took a look around at vegans with convictions.
He has been observing the trend for some time, says Thomas Röttcher. However, the trend is no longer true: vegan food is now well established. Groups such as flexitarians - people who want to give up meat and animal products from time to time - are also taking up the cause. "We have 'hardcore vegans' who have never bitten into a schnitzel, they don't even know what it tastes like. As a result, they don't ask for a vegan schnitzel," says Röttcher, giving an example. In contrast, there is the barbecue fan who is looking for a meat-free alternative to his juicy steak. They are offered a plant-based version at the counter, where beetroot provides the juice experience on the plate.
There are vegan alternatives to meat loaf, sliced cheese, camembert and even beef and pork steak, as well as minced meat and chicken. The selection comprises around 30 items in total
For some months now, both target groups and a few more have had the opportunity to buy vegan fresh products not only from the self-service shelves, but also from the service counter. The Kaarst store is one of a number of stores in which REWE is trialling the new offer.
When he heard about the "vegan counter" project, Thomas Röttcher immediately realised: "We're going to take part!" After all, vegan products play an important role for the REWE retailer. "After the conversion of the store in 2021, we recorded a 45 per cent increase in sales in this area compared to the previous year. This has motivated me to continue in the direction we have taken," says Röttcher.
The range of delicatessen salads such as "meat", "egg" or potato salad is small but delicious
No sooner said than done: true to his motto "it's either all or nothing", Röttcher and his employees stepped on the gas with the launch of the range of services in October last year and started beating the multimedia drum. "We reached 15,000 people with two posts at the launch," he proudly names one example. Reports on TV, radio and in the local press attracted so much attention at times that vegan-oriented customers travelled long distances to try the new products. This has since died down after word got around that other REWE stores had also added vegan products to their range.
Vegan push: Thomas Röttcher has noticed that the self-service product range has also benefited from the service product, which has been in greater demand since then
But even so, interest is still high and the reasons for buying vegan in service are extremely diverse. "Appealing to all groups of buyers is sometimes challenging," Thomas Röttcher has realised. Fortunately, he can rely on his service team. Specialist saleswoman Saskia Henoch in particular, a convinced vegan herself, never fails to provide answers, explains what is in which product when asked, knows how it tastes and gives tips on how to prepare it correctly. The selection ranges from vegan "meat salad" and "meat loaf" to sausage and meat alternatives and sliced and soft "cheese". "The 'chicken curry skewers', 'cordon bleu' and 'Gouda' go particularly well," says the expert.
With so much passion, it's no wonder that the Kaarst team has earned a reputation as vegan experts far beyond the Rhineland. Just recently, Thomas Röttcher once again welcomed employees from other REWE stores to the vegan training course.
Even though revenue is no longer as high as it was immediately after the launch, Thomas Röttcher remains convinced of the vegan counter range: "It's a slow-growing plant that needs to be nurtured to flourish. I hope that we get more new vegan products that we can continue to experiment with."
