Hy-vee's Service Design

Jan - Apr 2017, Atlanta


Hy-Vee is a grocery chain that operates primarily in the Midwestern United States. Founded in 1930 by Charles Hyde and David Vredenburg, Hy-Vee has two primary value propositions: The first is their positive company culture, which fosters strong customer service. Hy-Vee’s enduring slogan “Where there’s a helpful smile in every aisle” represents their historic commitment to the customer experience. The other pillar of Hy-Vee’s value proposition is variety. In addition to a grocery store, the chain includes pharmacies, dieticians, clinics, banks, post offices, restaurants, gas stations, among other experimental stores. They leverage these diverse offerings to allow customers to maximize savings. Based on the our team's research and fndings,we have identiyed verticals where the Hy-Vee experience could be enhanced.