System catering: Pilot project in Munich

The Munich Thai food chain Kaimug is expanding its offering with a new, innovative shop-in-shop concept in the REWE market at the “Neue Balan – Campus of Ideas”, which is run by the independent merchant Sevdaim Terzija. In an area of ​​just 18 square meters, Kaimug now offers REWE customers freshly prepared Thai dishes of restaurant quality – directly in the supermarket.

The new Kaimug concept is based on the idea of ​​making high-quality and authentic Thai food available directly in the supermarket. In a small space, but with high quality, Kaimug offers over 50 different dishes that can be selected from a refrigerated display case all day long. At lunchtime, customers can also choose from four freshly prepared, hot meals.

All dishes are freshly prepared and retain their quality over a longer period of time. The price range is from 3.95 to 9.95 euros. The concept is aimed at price-conscious, quality-oriented customers.

The new Kaimug offer in Giesing is particularly interesting for the numerous offices and their staff in the large “Neue Balan – Campus of Ideas”, one of the largest office complexes in Munich. The concept has already aroused great interest there. The location in the REWE market is cleverly positioned to serve the needs of local business people and residents for fast, high-quality food.

The shop-in-shop concept is part of a pilot project that Kaimug has developed in cooperation with REWE. The aim is to expand the concept to other supermarket locations in Germany after a successful test phase. The cooperation with REWE is not exclusive, so Kaimug will also consider other locations for the project in the future.

WORDUP has been supporting the Kaimug Group in media communication since the beginning of the year. The innovative concept has been reported on MSN News, Yahoo News and in the Lebensmittelzeitung, among others.