Update: A Fixturelite collaboration delivered a big ROI for Arizona Fresh

Sept. 23, 2022
Arizona Fresh’s latest success has a clear takeaway for operators.

In “How to avoid being blindsided by your own micro market client,” we explored a “vending on a shelf” micro market that was prime for the taking in the Phoenix area, and we told the story of how Mike Purkey of Arizona Fresh, working with ongoing support from Fixturelite, landed the account. Read how the location is exceeding expectations.

A small footprint to work with

According to Purkey, the prospect became interested in Arizona Fresh after seeing some of its Fixturelite designed markets on its company website. “We had a meeting and the prospect made it clear that they wanted their micro market to look more professional and more alluring to their employees,” said Purkey. “They had designated an area for the market that looked like a niche for vending machines in the past, so that was an immediate item to address. I called in Steve Orlando, co-founder of Fixturelite. He did a total redesign of the breakroom, which really impressed them.”

Exceeding expectations

While Purkey expected the account to be good, you can never be quite sure how good a location will be until it is up and running. Purkey installed the micro market in July and now finds himself surprised, in a good way. “It's been doing really, really well, more than we could ever have anticipated,” said Purkey. “August is supposed to be their slow month, and it's been really busy – we are going six days a week to keep things stocked.”

Design was a plus

How did that happen? Purkey pointed to the design of the market as a huge plus. "It added a more professional look, and we were able to add a lot more products with the Sled (from Fixturelite's Off the Wall Collection)," said Purkey. "It just gave the client many more choices than they had before. Everyone can see the products; it looks organized - everything looks great."

Orlando added, "Whether I'm involved in the process, or members of our team are, we take steps to find the best solution for our clients. In this case, doing so lead us to many discoveries about what was well-received in the past and what certainly wasn't."

Positive feedback

Purkey loves the positive feedback that he is receiving from the end users and “all levels” of company management, who are somewhat amazed by the new level of usage. Purkey’s approach to stocking the market has also contributed to the market’s success. “We've heard a lot of end-user response of how much they love the different fresh food options. We do have a freezer with ice cream and some frozen items, but as far as sandwiches and salads and wraps, everything is fresh. We aren’t relying on vacuum-packed food that typically has a 30-day shelf life.”

Design opened the door

The design of the market opened the door for Arizona Fresh to provide more fresh food offerings. “They love having the Sled in the middle of the market; our customers have more room to walk around and see everything,” Purkey observed. “It was the sled that took the snacks from a wall cabinet to a middle of the market area, so we were able to add a freezer in with the coolers. We've got two drink coolers, two fresh food coolers, and a freezer, and we took the small snack area that was originally there and put the items into the Sled in the middle of the room. We get to use both sides of the Sled, so the end users get access to a lot more product,” he explained.

A winning formula

With this new account, Purkey said he has once again seen a formula in action that never fails him. "When you provide a very effective, efficient and attractive micro market design and combine that with a real commitment to providing food products that are going to excite the location, you are going to see a successful result,” he said.

A clear takeaway

For Orlando, Arizona Fresh’s latest success has a clear takeaway for operators. “One big reason why Mike is so successful is that he leans on, trusts, includes and involves his supplier partners. He recognizes that sometimes, you don’t have all the answers, so you need to bring in somebody who does, and that's how we've grown and run our businesses. We hire experts and we learn from them,” Orlando said. “That is what Mike did in this case when he turned to us for support.”

Hire an expert and succeed

“When you see a customer who is investing in their space, you must assume that you need to rise to their level. If you don't, there's a likelihood you're going to get left behind. I think that's the takeaway. When an opportunity comes along, hire a company like Fixturelite so you can be sure that you are taking steps to offer the leading unattended retail methodology and solutions. It certainly paid off for Mike Purkey and Arizona Fresh,” he added.

Fixturelite would love to help you experience your next success story. Visit www.fixturelite.com for more information.


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