How to create a new retail food experience when you are used to build conventional grocery stores? For one of the biggest food retail chains in The Netherlands we translated traditional grocery store processes into a new food retail concept. A concept all about experiencing fresh food and focussing on transparency: where does our food come from and what is a fair price to ask for it? A lot of different teams had to work together and /LAB took care of the customer experience management. We especially helpt all the different teams, with their own specific expertise, to stay focused on the end consumer's needs: it is obvious that every choice - on every level - influences the final experience of the customer.