April 01, 2013 Antelias Mount Lebanon Lebanon Middle East

Tomate Cerise: Is it the New IT Place? (Closed)

Advertising is often deceiving, and don't we know it! Seeing all the advertisements on the streets leading to Tomate Cerise, I was enticed to check it out. The large billboard on the Antelias highway shows a mouthwatering collection of colorful fruits and vegetables... I thought, this could be the new "it place".

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The new trend nowadays is opening high-end vegetables and fruits markets serving premium products to a VIP clientele. The first to start it AKIKI in Antelias who offers one of kind products, cleaned and prepared for you to devour instantly. In addition to that, they have a choice of freshly squeezed fruits, pealed vegetables, ready to take fruit baskets and much more. Following that, many have tried to copy the idea.

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On my way home, I took a quick turn left on the highway as the advertisement led me and I easily reached Tomate Cerise. A huge betton architecture welcomes you. Very impressive first impression. As soon as I walked in and looked around, that was when my bubbles started bursting one at a time... The place felt cold unwelcoming and not so colorful although the vegetables are supposed to naturally add color to the place...

It's too big yet too empty...

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The place boasts many sections. A good thing you would think. A section to buy fresh bread, a juice counter to enjoy freshly squeezed cocktails... But I am afraid, none of these section call for your attention at all.

An example, the bread counter looks empty... the juice counter doesn't look like its on working mode - the staff stands there, no smiles, no welcoming no nothing...

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The sections:

  • Produits BIO
  • Salades
  • Epices et Fruits Sec
  • Conserves Maison
  • Ready-to-Cook Frais
  • Boulangerie
  • Jus  Frais
  • Coffee Shop
  • Ready-to-Cook Refrigeres
  • Paniers sur commande

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My interpretation:

  • Vegetable Stalls
  • Organic/Bio Corner
  • Home made herbs and packaged nuts and dried fruits
  • Condiments, fresh juices, syrups... packaged in-house
  • Bakery/Coffee Shop/Fresh Juices and cocktails bar
  • Ready in-house peeled and mixed vegetable fridge

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The minus:

  • The black ceiling is scary
  • The owners and managers were not very welcoming. No one took the time to explain the concept. Even though I asked, the answer was:"Sorry, take an appointment, we are busy now".
  • The kitchen is open for everyone to see, and what we see doesn't look clean and appealing. Its messy and untidy
  • The place looks empty, the way the vegetables and fruits are stacked and presented don't look fresh, appetizing nor rich
  • The vegetables racks are half empty
  • The mix between using English and French on the signs - I am not sure if this is a style, but I didn't like it...
  • A high-end place needs to be handled in a high-end way: Writings and prices should be printed not written in a cheap black marker
  • Putting a sticker label on a dull bottle, doesn't look appealing. The bottles feel naked and that's not what I would consider packaging.

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The unacceptable for such a premium place:

  • The fresh juice bottles are not appetizing. Their choice is minimal and as the picture show it, the bottles are not even filled until the top
  • Many of the stacks are empty
  • The same vegetable is available in two different sections of the shop and having different prices. Maybe each is different, but it should be clearly explained to the customers
  • The same vegetables have to be grouped together. There are carrots everywhere, potatoes everywhere and all with different prices. A very bad sales strategy

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The needed changes:

  • Get a better staff. A mature staff that understands something about vegetables and fruits
  • Is it a Vegetables market? A mini market? A cafee? A bakery? Focus on what you really are. Focus on vegetables and fruits and remove all the unnecessary products that are here just to make more money out of the business
  • More lights are needed
  • More products is to be displayed especially the empty watermelon trolly
  • The bakery display is pathetic, it's like you're selling yesterday's left overs
  • Print the prices and write a description of every vegetable and why there are two different prices
  • Spraying water on the apples to make them look fresh is a failure
  • A manager should be on watch, ready with a smile, welcoming any question: I didn't see that

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They say: "Tomate Cerise, Un jardin, meme tout petit, est la porte du paradis..." euh!...

To be able to compete with the others while entering the premium market, a lot more has to be done. I didn't understand this place before knowing if I like it or not. For now, I'll stick to the local merchant next to my place.

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