One of the consumer trends is 'convenience.' Consumers want to accomplish as much as possible in 24 hours and seek solutions to simplify their lives. In the market, you see many (non-sustainable) initiatives, and PLUS is growing in meal solutions, providing convenience in the form of easy meals, on-the-go eating, and drinking. This, however, clashes with an element from our business plan: Sustainable PLUS. Convenience often comes with (a lot of) packaging material that is discarded after short and single use. How can PLUS offer convenience to our customers without increasing the environmental impact? In fact, how can we reduce the environmental impact despite the growth in convenience?
PLUS aims to offer easy meals that fit into customers' busy lifestyles. But there is a problem. Many convenient solutions on the market use too much packaging material, which is harmful to the environment.
PLUS is rapidly growing in the fast-food market, but this conflicts with their plan to be sustainable (Sustainable PLUS). The issue is that convenient meals often result in a significant amount of waste, which is detrimental to nature.
The challenge now is how PLUS can provide convenience to customers without causing more harm to the environment. They not only want to reduce the negative impact but also explore ways to contribute positively to sustainability, even as they focus on providing more convenience to customers.
Market research on existing initiatives
Customer research on needs and possibilities
With more than 500 supermarkets, PLUS is at the forefront of developments around good food. Together we provide good food, care for the neighborhood and each other. PLUS distinguishes itself from other supermarkets in this respect. Our local supermarket entrepreneurs and supermarket managers play an important role in this. With their personal service and involvement, they are connected to the neighbourhood. Our mission Sustainable business operations in which the customer is central and in which the focus is on good food, for everyone, every day. Successful and socially responsible The PLUS formula regularly wins awards, because customers appreciate our formula. In 2023, PLUS came out as the best national supermarket in the Netherlands in the GfK Summer Report. We have also received the title of Most Responsible Supermarket eight times. Our unique online proposition has been awarded the prize for Best Webshop Supermarket.