BJ’s Wholesale Club Expands Fresh 2.0 Initiative to Include Seafood
BJ’s Wholesale Club, the US membership-only retail giant based in Marlborough, Massachusetts, is set to expand its successful Fresh 2.0 initiative to include seafood, following a successful year focusing on produce.
Fresh 2.0: A Game Changer for BJ’s
The Fresh 2.0 campaign was launched in the second quarter of 2024, capitalizing on insights that members who considered BJ’s their primary destination for fresh foods made nearly 30% larger purchases compared to those who shopped elsewhere for such items. This initial phase concentrated on enhancing the produce section through layout changes, improved freezer configurations, and seasonal product rotations.
According to Robert W. Eddy, BJ’s president and CEO, “These members spend about eight times more per year than non-fresh shopping members. Our fresh initiatives are designed to encourage these behaviors across our broader member base.” This strategy has proven effective, with BJ’s reporting significant growth in sales and membership fee income since the initiative’s inception.
Success Metrics and Future Plans
Reflecting on the positive results, Eddy remarked during a recent earnings call, “We knew that if we won in produce, we would win trip frequency and wallet share. We’re not only introducing new members into our produce category, but they are regularly re-engaging in produce as well.”
With the initial success of the produce segment, BJ’s is now broadening the Fresh 2.0 initiative to include seafood and meat. This expansion will feature new layouts, updated signage, and a product assortment tailored to local preferences. Supermarket News reports that these changes aim to further enhance the shopping experience for BJ’s members.
Performance Highlights
Currently, BJ’s operates over 250 stores across 21 states. In the first quarter of fiscal year 2025, the company reported a 3.9% year-over-year increase in comparable club sales, excluding gasoline sales, primarily driven by customer traffic growth. Additionally, membership fee income surged from $111.4 million in Q1 of 2024 to $120.4 million in Q1 of 2025.
Conclusion
BJ’s Wholesale Club’s Fresh 2.0 initiative, initially focused on produce, is now poised for expansion into seafood and meat, signaling the company’s commitment to enhancing member experience and driving sales growth. The continued focus on fresh foods reflects BJ’s strategic adaptation to market demands and consumer preferences.
