Valora combines fresh food with convenience offering – first avec shop with integrated “The Kitchen” concept

Muttenz – Consumer demand for fresh food when on the move has increased greatly in recent years. In line with this trend, Valora is opening the first avec store with an integrated “The Kitchen” concept close to the University of Zurich at Freiestrasse 14 on 31 May. Popular to-go meals will be freshly prepared in an open kitchen from Mondays to Saturdays. The store operates without staff on Sundays and access, shopping and payment work via the avec app. The new outlet is also the first avec store in a residential area. Seven more avec stores based on the new “The Kitchen” concept are scheduled to open by the end of the year.

Valora‘s “foodvenience” strategy is based on the steady growth in consumer demand for fresh to-go food and the wish for convenient, fast shopping. In line with this trend, Valora is integrating “The Kitchen” concept for the first time in the new avec store in Zurich, thus combining fresh food with a convenience offering.

“The Kitchen” for freshly prepared meals
Warm and fresh meals to go are made in the open kitchen from Mondays to Saturdays. Besides traditional meals like pizza, chicken wings, hamburgers and meatloaf, the new avec offers a broad vegan range including durum falafel, veggie hot dogs, veggie burgers, hummus sticks and Couscous oriental.

“We want to offer our customers warm and fresh meals every day with our new “The Kitchen” concept. We're also expanding our range of fresh take-away sandwiches,” says Roger Vogt, CEO Retail at Valora. Six variations will be added to the range of freshly prepared sandwiches.

The first avec store in a residential area
The new Freiestrasse store is the first avec that is located in a residential area. The sales outlet is open all week from 6:00 am to 8:00 pm. The store is not staffed on Sundays and access, shopping and payment work via the avec app. 

Expansion of the new avec “The Kitchen” concept 
Valora will expand the new avec “The Kitchen” concept over the coming months to other, larger locations in Switzerland. Seven avec stores based on the new concept are planned by the end of the year, including two at new locations. 

This media release is available online at www.valora.com/newsroom.

About Valora
Each and every day, around 15,000 employees in the Valora network work to brighten up their customers’ journey with a comprehensive foodvenience offering - nearby, quick, convenient and fresh. The around 2,800 small-scale points of sale of Valora are located at highly frequented locations in Switzerland, Germany, Austria, Luxembourg and the Netherlands. The company includes, among others, k kiosk, Brezelkönig, BackWerk, Ditsch, Press & Books, avec, Caffè Spettacolo, Frittenwerk and the popular own brand ok.– as well as a continuously growing range of digital services. Valora is also one of the world’s leading producers of pretzels and benefits from a well-integrated value chain in the area of baked goods. The Valora Group has its registered office in Muttenz in Switzerland and is the European retail unit of Fomento Económico Mexicano, S.A.B. de C.V. (FEMSA). 

More information is available at www.valora.com.

If you have any questions, please do not hesitate to contact:

Media Relations
Fon +41 61 467 24 53
media@valora.com