Kroger

Kroger has a new plan that should terrify Walmart and Target

Kroger is going after Target and Walmart by expanding a new type of store featuring home goods, clothing, and kitchen appliances.

The store, called Kroger Marketplace, features nearly everything you would find in a Target or Walmart store, but with a greater focus on groceries, alcohol, and prepared foods.

The company says Marketplace is one of its “primary growth formats of the future” — in other words, it’s expanding rapidly.

Kroger has nearly 3,000 stores, more than 120 of which are Marketplace stores.

We went to three Marketplace stores in the Richmond, Virginia, area to check them out. Here’s what we found.


The store is massive. This image shows only one-quarter of the front of the buildings. Kroger Marketplace stores are typically 100,000 to 145,000 square feet — which is about three-quarters of the size of a Walmart Supercenter.

The store is massive. This image shows only one-quarter of the front of the buildings. Kroger Marketplace stores are typically 100,000 to 145,000 square feet — which is about three-quarters of the size of a Walmart Supercenter.

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Stepping inside, shoppers are greeted by the fresh-produce department.

Stepping inside, shoppers are greeted by the fresh-produce department.

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It’s one of the biggest departments in the entire store, and it’s meticulously organized.

It's one of the biggest departments in the entire store, and it's meticulously organized.

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Starbucks is nearby so you can grab a drink before you shop.

Starbucks is nearby so you can grab a drink before you shop.

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Just beyond the produce department, there are several prepared-food counters like this one, where three chefs are behind the counter rolling sushi.

Just beyond the produce department, there are several prepared-food counters like this one, where three chefs are behind the counter rolling sushi.

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The “fresh meals” kitchen features all kinds of customizable dishes, including pizza, sandwiches, and burrito bowls made to order.

The "fresh meals" kitchen features all kinds of customizable dishes, including pizza, sandwiches, and burrito bowls made to order.

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Some pizzas are pre-made, but you can customize anything.

Some pizzas are pre-made, but you can customize anything.

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Here’s a closer look at part of the menu.

Here's a closer look at part of the menu.

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You can order your food using touch-screen kiosks.

You can order your food using touch-screen kiosks.

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Or grab it to go from the salad bar.

Or grab it to go from the salad bar.

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There are self-checkout registers near the prepared food counters so people grabbing lunch or dinner don’t have to wait in long lines.

There are self-checkout registers near the prepared food counters so people grabbing lunch or dinner don't have to wait in long lines.

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The store also cuts down on lines by setting out freshly sliced deli meat to go.

The store also cuts down on lines by setting out freshly sliced deli meat to go.

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There’s a drink bar if you’re dining in …

There's a drink bar if you're dining in ...

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… and the dine-in seating area features flat-screen televisions, a fireplace, and lounge chairs.

... and the dine-in seating area features flat-screen televisions, a fireplace, and lounge chairs.

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Back in the main part of the store, there’s a giant wine selection that stretches across four aisles. This department features 500 types of beer and nearly 2,000 types of wine.

Back in the main part of the store, there's a giant wine selection that stretches across four aisles. This department features 500 types of beer and nearly 2,000 types of wine.

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There’s also a wine bar with craft beers on tap.

There's also a wine bar with craft beers on tap.

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Here’s a closer look at the wine bar.

Here's a closer look at the wine bar.

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The bakery has some cool gadgets like this self-service bread slicer.

The bakery has some cool gadgets like this self-service bread slicer.

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Like everything else in this store, the meat department is huge.

Like everything else in this store, the meat department is huge.

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Check out that meat selection. It goes on forever.

Check out that meat selection. It goes on forever.

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There are all kinds of kitchen appliances …

There are all kinds of kitchen appliances ...

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… from standing mixers and microwaves to mini refrigerators and blenders.

... from standing mixers and microwaves to mini refrigerators and blenders.

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The store even offers a selection of home goods.

The store even offers a selection of home goods.

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There are lots of decorative items like picture frames and vases …

There are lots of decorative items like picture frames and vases ...

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… as well as more useful things like silverware sets and cutting boards.

... as well as more useful things like silverware sets and cutting boards.

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One aisle is devoted to towels and bathroom accessories, such as soap dispensers and trash cans.

One aisle is devoted to towels and bathroom accessories, such as soap dispensers and trash cans.

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Stylish pillows and baskets are for sale …

Stylish pillows and baskets are for sale ...

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… and there’s a small selection of rugs.

... and there's a small selection of rugs.

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A few aisles are stocked with college-dorm decorations.

A few aisles are stocked with college-dorm decorations.

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The fashion department offers clothes and accessories. It’s nearly the same size as the produce department.

The fashion department offers clothes and accessories. It's nearly the same size as the produce department.

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It offers back-to-school items like backpacks …

It offers back-to-school items like backpacks ...

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… and a large selection of sneakers, heeled shoes, and flip-flops.

... and a large selection of sneakers, heeled shoes, and flip-flops.

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Everything is affordable. Most pairs of shoes are under $20.

Everything is affordable. Most pairs of shoes are under $20.

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There are workout clothes, including sports bras and running shorts.

There are workout clothes, including sports bras and running shorts.

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And more fashionable tops and dresses.

And more fashionable tops and dresses.

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There’s also an aisle devoted to accessories like scarves and handbags.

There's also an aisle devoted to accessories like scarves and handbags.

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A fitting room is on site for anyone who wants to try the clothes on.

A fitting room is on site for anyone who wants to try the clothes on.

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If you get tired while walking around the store (and you probably will) there are several benches to take a rest.

If you get tired while walking around the store (and you probably will) there are several benches to take a rest.

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You can even buy a bike.

You can even buy a bike.

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There’s an emergency clinic offering healthcare …

There's an emergency clinic offering healthcare ...

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… and a jewelry store.

... and a jewelry store.

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There’s also a toy department.

There's also a toy department.

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And on your way out, you can pick up some outdoor furniture.

And on your way out, you can pick up some outdoor furniture.

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