Hy-Vee bringing 'new customer experiences'

Supermarket retailer Hy-Vee Inc. is entering into two strategic partnerships that it says will strengthen its commitment to bringing customers increased access to culinary expertise, health-and-wellness choices, and new customer experiences.

As part of this effort to diversify its business model while reinforcing its mission of making customers’ lives easier, healthier and happier, Hy-Vee plans to build, own and operate 26 Wahlburgers restaurants, nearly doubling the brand’s current locations. Hy-Vee will also add select Wahlburgers menu items in all of its in-store Market Grille restaurants.

In addition, Hy-Vee will partner with Orangetheory Fitness to provide customers with convenient access to an intensive group-fitness program in or adjacent to Hy-Vee stores.

Jim Dudlicek, editorial director of Progressive Grocer, reports on Hy-Vee's partnerships.