Today we have asked “Dorfkrug” – well-known for its unique salads and desserts.

They ori­gi­nal­ly have star­ted with their restau­rant ZUM DORFKRUG from Tho­mas Hau­s­child and it has grown rapidly. The ori­gi­nal SYLTER SALATFRISCHE is now an inte­gral part of the lar­ge super­mar­ket chains, and the­re is also an online shop and a farm. But the roots are not for­got­ten: The popu­lar restau­rant ZUM DORFKRUG opens dai­ly for guests from Ham­burg and the sur­roun­ding area.

Questions to Sven Schieseck, Head of the Online shop

  • With your far­my­ard, which is, accord­ing to the web­site, “a coun­ter-pro­ject to indus­tri­al agri­cul­tu­re and mass far­ming”, a sign of sus­tainab­le manage­ment is set. Is it pos­si­ble to imple­ment such a con­cept also in the online tra­de? If yes how?
  • Sus­taina­bi­li­ty can be expres­sed in many dif­fe­rent facets. For examp­le, we have set our mini­mum order value at EUR 25 becau­se it is not eco­lo­gi­cal­ly rea­son­ab­le to send pro­ducts worth EUR 5 in our opi­ni­on. In addi­ti­on, we have thought about the ship­ping pack­a­ging and have come to a sus­tainab­le solu­ti­on: The Land­box made of straw and our reus­able Kühlak­kus. The pro­ducts are well pro­tec­ted and our cus­to­mers are posi­tively sur­pri­sed, as the many feed­backs show. Ulti­mate­ly, of cour­se, our pro­ducts are con­vin­cing by their sustainability.
  • Your SYLTER SALATFRISCHE, as well as the many other salads dres­sings and des­serts can be purcha­sed both in lar­ge natio­nal super­mar­ket chains as well as online. Whe­re do you see the big­gest dif­fe­ren­ces bet­ween the two sales chan­nels? What are the advan­ta­ges and dis­ad­van­ta­ges of online trading?
  • The obvious advan­ta­ge for cus­to­mers is, of cour­se, that they do not have to go to the super­mar­ket, wait at the cash queue and car­ry their purcha­se pain­ful­ly home. Their order is com­for­ta­b­ly deli­ve­r­ed. Not in every super­mar­ket are the ZUM DORFKRUG pro­ducts avail­ab­le, yet they are in our online shop all over Ger­ma­ny. Ano­t­her gre­at advan­ta­ge for us is that we can inclu­de new pro­ducts in the online shop and recei­ve the feed­back from our cus­to­mers direct­ly. This direct link to the cus­to­mer opens up new insights on how to make our pro­ducts even bet­ter. In terms of avai­la­bi­li­ty, the online tra­de still fol­lows con­ven­tio­nal purcha­sing. The purcha­sed goods are not immedia­te­ly avail­ab­le on the spot as it is after the purcha­se in the super­mar­ket. Here, the logistics behind the online busi­ness must beco­me even fas­ter and more flexible.
  • The cus­to­mer feed­back on your “Trus­ted Shops” page is over­whel­ming. What makes your online shop so spe­cial and customer-friendly?
  • It starts with the user-friend­ly menu navi­ga­ti­on on our side, our fast and pro­fes­sio­nal cus­to­mer ser­vice, and the posi­ti­ve first impres­si­on when unpacking the straw pack­a­ging. A posi­ti­ve cus­to­mer expe­ri­ence sui­ta­ble to the brand is very important to us and is reflec­ted in the posi­ti­ve reviews. We are very proud of this cus­to­mer feed­back and at the same time very gra­te­ful for it. It encou­ra­ges us to con­ti­nue to fol­low this path so consistently.
  • The e‑food mar­ket in Ger­ma­ny is still at the very begin­ning with a mar­ket share of less than one per­cent. In Gre­at Bri­tain, it is alrea­dy five per­cent. What is the rea­son? Are the Ger­mans par­ti­cu­lar­ly cri­ti­cal in your experience?
  • As alrea­dy men­tio­ned, the­re is at pre­sent still a dis­ad­van­ta­ge in the avai­la­bi­li­ty in the online tra­de, in par­ti­cu­lar in the e‑food mar­ket. We are tal­king about the deve­lo­p­ment poten­ti­al of the infra­st­ruc­tu­re and the logistics behind the shops. This will chan­ge rapidly in the next few years and in a few years, it will be self-evi­dent to order the food online. Cus­to­mers in Ger­ma­ny often claim that ever­ything must work per­fect­ly and that they should not be restric­ted in any way. At least this part­ly exp­lains the low per­cen­ta­ge in Ger­ma­ny. Ano­t­her aspect is the accep­t­ance of some­thing new. Very young cus­to­mer groups are basi­cal­ly very online-affi­ne. This open­ness decre­a­ses with age in Ger­ma­ny. So, many cus­to­mers are initi­al­ly skep­ti­cal and it takes lon­ger for new things to be accep­ted. Our par­ti­cu­lar chal­len­ge is the ship­ping of ref­ri­gera­ted pro­ducts and that this works, we must and must pro­ve it to our cus­to­mers first.
  • One thing does not seem to exist in your house: bore­dom. Espe­cial­ly in the past ten years, various stands have deve­lo­ped for ZUM DORFKRUG with sta­tio­na­ry tra­de, a tra­di­tio­nal restau­rant, the own far­my­ard and also your online shop. What’s next?
  • The­re are a lot of plans and ide­as that make our com­pa­ny and our pro­ducts more sus­tainab­le and inno­va­ti­ve — always with regard to best qua­li­ty. In the future, too, we will be clo­se­ly ali­gned with the chan­ging needs of our cus­to­mers in order to gene­ra­te added value in the stress­ful ever­y­day life. The­se inclu­de, for examp­le, time, becau­se spen­ding time with fami­ly and friends is nowa­days a valu­able asset.

The team from Land­pack thanks for the conversation!