Kaesid Case Study: Revitalizing a Mexican Delicatessen Through Strategic Display Upgrades

Executive Summary

This case study details the successful collaboration between Kaesid, a design and equipment consultancy, and "La Esquina del Sabor" (The Corner of Flavor), a family-owned Mexican delicatessen in Mexico City. Facing stagnation, high operating costs, and an inability to showcase its premium products effectively, the deli engaged Kaesid for a comprehensive overhaul of its display equipment. The project focused on integrating modern, energy-efficient refrigeration, culturally resonant design elements, and strategic product zoning. The results were transformative: a 45% increase in high-margin product sales, a 30% reduction in energy costs, a significant decrease in food spoilage, and the establishment of a vibrant, authentic brand experience that solidified customer loyalty and attracted a new, younger demographic.

1. Introduction: The Challenge of the Modern Deli

The global delicatessen sector is fiercely competitive. For small, independent stores like "La Esquina del Sabor," the challenge is twofold: competing with large supermarket chains while preserving the authentic, high-quality service that defines their brand. Founded in 1985, La Esquina del Sabor had built a loyal customer base with its traditional recipes, sourced directly from local farms in Puebla and Oaxaca. Their offerings included artisanal cheeses, house-made chorizos, carnitas, a vast array of salsas, and freshly made tortillas.

However, by 2023, the business was plateauing. The owners, the Hernández family, identified several critical pain points:

• Outdated Equipment: Their display cases were over 15 years old. The glass was often foggy, the lighting was dim and emitted heat, and the refrigeration units were inconsistent, leading to premature spoilage of delicate products.

• Poor Product Presentation: The vibrant colors of their salsas verdes and rojas, the rich textures of their moles, and the freshness of their cheeses were lost in the dull, inefficient displays. The overall aesthetic was cluttered and uninviting.

• Inefficient Operations: The layout forced staff to walk excessive distances, and the lack of proper temperature zoning meant products were not stored at their ideal conditions.

• High Operational Costs: The antiquated compressors and poor insulation of the old cases were massive energy drains.

• Weak Brand Identity: The storefront did not communicate the quality and authenticity of the products within. It failed to tell the Hernández family's story.

La Esquina del Sabor needed more than just new equipment; it needed a strategic partner to reimagine its entire customer-facing operation. They turned to Kaesid.

2. The Kaesid Methodology: A Holistic Audit and Design Approach

Kaesid's process begins not with product selection, but with deep immersion. Our team spent a week at La Esquina del Sabor, employing our proprietary "Retail Ecosystem Audit."

Phase 1: Discovery and Analysis

• Customer Flow Mapping: We tracked the paths customers took through the store, identifying bottlenecks and missed opportunities for engagement.

• Product Performance Analysis: We correlated sales data with product placement, discovering that high-margin items were often in low-visibility spots.

• Equipment Performance Audit: We measured temperature consistency, energy consumption, and humidity levels across all existing display cases.

• Stakeholder Interviews: We conducted in-depth interviews with the Hernández family, their staff, and their loyal customers to understand the brand's heritage and customer expectations.

Key Insight: The deli's soul was its connection to Mexican culinary tradition, but its "body" (the equipment and layout) was failing it. The solution was to bridge this gap with technology and design that felt authentically Mexican.

3. The Strategic Solution: A Blend of Technology and Cultural Aesthetics

Based on our audit, we proposed a multi-faceted upgrade plan centered on three core principles: Preservation, Presentation, and Profitability.

3.1. The Heart of the Operation: Advanced Refrigeration

We replaced the old, single-temperature cases with a state-of-the-art, modular deli system.

• Dual-Temperature Serve-Over Counters: For cheeses and cured meats, we installed units with precise humidity and temperature control (2-4°C). The glass was treated with an anti-fog coating and lit by low-heat, high-CRI (Color Rendering Index) LED strips that made the products look fresh and appetizing without compromising their temperature.

• Integrated Hot Food Wells: For carnitas, tinga, and other prepared foods, we incorporated stainless steel hot-holding units with precise temperature control (63°C+), ensuring food safety and perfect serving temperature throughout the day. These were seamlessly built into the counter for an efficient service flow.

• Vertical Grab-and-Go Chillers: To capture the impulse buy market, we installed sleek, glass-door merchandisers at the checkout area. These were perfect for bottled salsas, aguas frescas, and pre-packaged meals, maintaining a consistent 5°C.

3.2. The "Stage" for the Products: Culturally Informed Design

Equipment is only part of the story. The visual merchandising was key to telling the brand's story.

• Material Palette: We used warm, natural materials. The counter facades were clad in a Tzalam wood veneer, a wood native to the Yucatán Peninsula. The backsplashes featured Talavera tile patterns from Puebla, custom-colored in the deli's signature deep red and earthy ochre.

• Strategic Lighting: We moved away from generic fluorescent lighting. Instead, we used a combination of warm, focused spotlights to highlight specific products (like a display of vibrant salsas) and ambient perimeter lighting to create a welcoming, market-like atmosphere.

• Zoning and Signage: We created distinct zones: "Quesos Artesanales" (Artisanal Cheeses), "Carnes Frías" (Cured Meats), "Platillos Preparados" (Prepared Foods), and "Salsas y Conservas" (Sauces and Preserves). The signage was hand-painted in a classic Mexican "papel picado" style, adding to the authentic, artisanal feel.

3.3. The Backbone: Sustainability and Efficiency

Every piece of equipment selected was ENERGY STAR® certified. The new compressors were variable-speed, adjusting their output based on demand, which led to a dramatic reduction in energy consumption. Furthermore, the improved temperature consistency immediately reduced food waste, particularly for the more delicate fresh cheeses and prepared salads.

4. Measurable Results and Return on Investment

The new equipment and layout were installed with minimal disruption over a single weekend. The impact was immediate and quantifiable.

Financial Metrics (6-Month Post-Installation):

• Sales Growth: A 45% increase in sales of high-margin prepared foods and artisanal cheeses, directly attributed to their improved visibility and presentation.

• Cost Reduction: A 30% decrease in monthly energy bills.

• Waste Reduction: Food spoilage decreased by an estimated 25%, improving overall margin.

• Increased Basket Size: The strategic placement of the grab-and-go chillers led to a 15% increase in impulse purchases.

Customer and Operational Metrics:

• Customer Dwell Time: Increased by 50%, as customers were more engaged with the visually appealing displays.

• Staff Efficiency: Staff reported a 20% reduction in time spent restocking and managing inventory due to the ergonomic layout.

• Brand Perception: Online reviews consistently mentioned the "beautiful," "clean," and "authentic" new look. Social media mentions, particularly with user-generated photos of the new displays, increased by over 200%.

• New Demographics: The Hernández family reported a noticeable influx of younger, more design-conscious customers who had previously overlooked the store.

5. Conclusion: More Than a Renovation, a Rebirth

The upgrade of La Esquina del Sabor was not merely a cosmetic change or a simple equipment replacement. It was a strategic intervention that aligned the physical retail environment with the quality of the products and the soul of the brand. By combining cutting-edge, energy-efficient technology with a deep respect for Mexican cultural aesthetics, Kaesid helped transform a struggling deli into a thriving community hub.

The project demonstrates that for small businesses in the competitive food retail space, investing in the right display equipment is not an expense—it is a powerful marketing tool, an operational necessity, and a direct path to increased profitability. The success of La Esquina del Sabor stands as a testament to the power of a holistic approach, where function and culture meet to create an unforgettable customer experience.