Cub Foods Case Study
In late May 2020, the Cub Foods grocery store on East Lake Street in Minneapolis, Minnesota, was significantly damaged during rioting following the death of George Floyd. With the area’s convenience stores and other grocery operators closed due to the extensive damage, neighbors were shut-off from a local source of fresh food and other services they depend on. Cub Foods immediately identified the community’s need and quickly began preparing plans to reopen the store with the assistance of Minneapolis-based experiential marketing company STAR.
Once Cub Foods had determined it was safe to proceed, Cub Foods and STAR put plans in motion for the development of a 13,000-square-foot, climate controlled temporary community store. STAR immediately contacted Traube Tents and Structures. Traube had a working relationship with STAR through Traube’s Pro Sport division and both companies’ involvement with the Zurich Classic. Traube quickly geared up and prepared to install a 25-by-50-meter Losberger P3 Uniflex engineered structure. Traube also provided full PVC hardwall enclosure, which was an attractive offering due to the potential security concerns in the area, flooring, doors, axillary tent structures and the installation of climate controlled system.
Traube Tents & Structures CEO, Deryck Dietz, commented “What an exceptional project for our company to be involved with. Traube is committed to our clients and their local communities. We take great pride in helping our clients rebuild their community. Through Traube’s Disaster Relief Division, we are often on the frontlines providing immediate assistance and helping to piece communities back together in their time of need.”
The project received numerous high praise from the local community. Cub’s chief executive Mike Stigers in a statement to the Minneapolis Star Tribune commented “Opening the Cub Community Market is one of the first steps in bringing the Lake Street community back together,” Mr. Stigers added “It’s emotional to hear customers share personal stories of what’s happened to them over the past month, and I couldn’t be more proud of the Cub team who worked quickly to put this plan in place, and get us back in the store to take care of the essential needs of this neighborhood.”