A year ago, my first article on this blog was about H-E-B, the traditional century-old supermarket chain in Texas, with more than 400 stores in the state and Mexico. Recently, I visited Central Market, H-E-B’s upscale supermarket chain. In 2010, I had already visited the Central Market operation in Dallas, but at that time, I didn’t know it was linked to H-E-B, and I saw it from a tourist’s perspective. Now, as a resident, the positive impressions I had of the store have only improved.
Opened in 1994 in Austin and now with 9 locations in cities like Houston, Dallas, and San Antonio, Central Market aims to excite food lovers’ curiosity by offering an immersive sensory experience. They do not disappoint. Quite the opposite, they surprise from start to finish. Inspired by European markets and committed to excellence, the brand had all the potential to come across as pretentious and “gourmet” (I don’t like this term, but everyone uses it). However, you will find the delightful atmosphere of the best street markets in European cities.
What’s the Twist?
The architecture is simple and puts food as the main character. The display of vegetables on crushed ice looks like a photographic exhibit, and the herb section resembles a garden. As good Texans, everything at Central Market is BIG. The selection and assortment are impressive. To give you an idea, I counted 30 varieties of apples, 13 types of potatoes, 18 varieties of olives, and 16 kinds of mushrooms, including high-value items like black truffles for $599 per pound and Dry-aged beef chamber. The exotic fruit section is a trip worldwide in just a few meters. Saying this might sound exaggerated or even wasteful. Again, that’s not the case. With such a broad assortment, you notice a diverse customer base. Instead of having to “hunt” in various places for uncommon ingredients, Central Market offers convenience along with the experience (by the way, one of the main aspects of a great experience for me is time efficiency). This convenience is visible at various points in the journey, from bulk selection, pre-packaged items, whole raw stuffed fish ready for roasting, and “ready to cook” kits that gather the right amount of ingredients for weekend chefs (many brands around the world have used this concept). None of the points I’ve listed so far are new for those who study retail. Central Market’s outstanding achievement is clearly understanding its audiences and making everything work smoothly.
The store flow follows a continuous path like a circuit to be followed. For example, Swedish Ikea and Danish Flying Tiger also operate with this flowchart. In food retail, this format is uncommon. The Eataly on 5th Avenue in NYC is the only one I can recall that organizes its sections sequentially. The exciting thing about this model is that we, as consumers, are guided through experiences step by step. Everything follows a logical order, like a meal where the chef presents the appetizer, main course, and dessert. The fun part is that there are shortcuts (well-signposted, by the way) for frequent customers who want to “skip” some stages.
The visual communication is unpretentious and fun, with a vernacular touch, which might seem amateurish to some people. However, the store narrative is anything but amateurish. There’s always a tip, an explanation, or a context for what’s being presented. From small signs with online-style language like “Joseph’s Pick” and “Like this, try this” in the wine section to volumetric infographics explaining the in-store chocolate-making process. The endcaps are treated with special care and always feature a theatrical element. The emphasis on the product is a clear priority for the brand and is evident throughout the space.
The environment is far from being technological. You don’t see screens, digital signage, or other electronic gadgets in the sections. The produce section has scales to weigh and label your products. It could seem outdated if it weren’t for the 17 scales/labeling stations distributed in that section. There’s no queue or wait to weigh items. These stations are also in other areas, such as the bakery and bulk sections. Everything is very simple, intuitive, and functional.
Along these lines, the categorization also stands out. There’s a strong focus on helping customers navigate their search for products. The frozen section, for example, is divided by consumption habits such as breakfast and dietary restrictions such as gluten-free, Kosher, and vegan options. The cheeses are categorized by country (a novelty for me, but obvious when you think about how wines are also categorized by country) and by origin (Goat). The categorization language is also creative and more intuitive. Instead of calling it Cold Cuts or Salumeria, the section is named Sandwich Shop. In the “To Go” sector, there’s a Dinner for Two, Kid’s Meals, and Family Salads signs. More inspiring and helpful than those boring and predictable category divisions, right?
Central Market also offers dining areas, buffets, and a café like Whole Foods. Other standout services include the weekly culinary event programming under the Cooking School platform. From group classes to private events featuring classic chicken broth recipes, Cookie sessions for parents and kids, and refined dishes from Portuguese cuisine, the engagement with the public is fantastic.
What you see at Central Market is a simple proposition: a love for food, attention to detail, and care for the customer. Simple, yet challenging to execute flawlessly. But they’re close to doing so. What a twist.
