A real eye-catcher:
the wavy 15-meter counter at REWE Kunkel
REWE Kunkel in Memmingen has equipped its new counter with PricoPlex. The unusual shape presented a challenge that was solved with PricoPlex counter trays.
Use the fresh food counter as a unique selling point
Memmingen, a small town in the Allgäu region, has a population of around 44,000. With nearly 30 different supermarkets – from discount stores and organic shops to large full-range supermarkets – the shopping options for residents are good. When Thomas Kunkel took over a REWE supermarket there in 2024, after it had been closed for two years for renovations, he faced a challenge: "What reason can you offer to attract customers?" At 2,200 square meters, the store offers a product range that is not typically found in a standard REWE supermarket. For Kunkel, one thing was clear: "Customers definitely expect a fresh produce counter." And even though this presents a demanding task in terms of staffing and operation, he wanted to leverage this unique selling point compared to other supermarkets, which have increasingly dispensed with fresh produce counters.
The S-counter – an eye-catcher in the market
However, one thing quickly became clear: "We didn't want to look like the other REWE deli counters, but rather create a visual highlight." The fresh produce counter is located far back in the store and is partially obscured by several pillars. Therefore, Kunkel and his team opted for a 15-meter-long counter with curved edges. While this is definitely an eye-catcher, it presented the next challenge: finding the right counter displays. After all, the counter needed to be used as efficiently as possible, especially on weekends, and not waste too much space. Kunkel approached his personal contact at PricoPlex with this task, who visited the store during the renovation phase to assess the counter's design.
Custom counter design by a specialist
The sales consultant brought along the entire PricoPlex portfolio and spent hours tinkering until he found the perfect solution. He designed the undulating counter, particularly using display trays and platters from the award-winning GRACE series and three-tiered stepped displays. For Kunkel, this offers a variety of possibilities: "Thanks to the different shapes and sizes, we have a concept that allows us to display a lot with less merchandise during the week and present large quantities on weekends." Kunkel and the fresh food counter team appreciate the individuality and versatility of PricoPlex products, which allow the counter display to be adapted time and again – for example, depending on the season or for special occasions.
Clear, appealing counter design
Kunkel deliberately kept the counter design in the background simple, unlike many other REWE supermarkets. He prefers to set accents in the counter itself, using decorative slate panels from PricoPlex and, here and there, a white display panel to highlight special products. Otherwise, REWE Kunkel primarily uses counter trays in black and graphite. "The counter design should be clear and visually appealing to customers." This seems to be working well. Compared to the previous year, Kunkel recorded a sales increase of almost 30 percent at the fresh food counter in 2026.
The fresh food counter at REWE Kunkel in Memmingen is heavily meat-heavy. In addition to beef, pork, and poultry, dry-aged beef is also available, displayed on PricoPlex decorative panels. The current weak point of the counter is the cheese section, which also includes some deli items. "We've noticed a significant trend of customers shopping more in the self-service area," Kunkel observes. Therefore, he plans to consider how to redesign the full-service cheese counter to encourage customers to shop there as well.
Collaboration on equal terms
With PricoPlex, Thomas Kunkel has found a strong partner for such challenges, and one that will continue to be valuable in the long term. The expertise and experience of the PricoPlex team help him find the right products for future projects. Kunkel appreciates the open and honest communication and values their feedback. "What I need for the future is a reliable partner, and we've definitely found that in PricoPlex," he says.
The collaboration works really well; if we need something or have new ideas, our contact person comes by and we discuss it together.
Thomas Kunkel
High-quality products
He appreciates not only the innovative solutions offered by the counter equipment supplier, but also the quality of the products themselves. "The bowls don't break easily, and even after heavy use, you can't tell." No chipped corners, no scratches, no fading. Furthermore, the products are easy to care for, as they can simply be cleaned in the dishwasher. "That saves us a lot of time, of course," says Kunkel, adding: "If I want something good, it costs a little more upfront, but then I get more use out of it."
