Julius Meinl am Graben reopens after a comprehensive renovation

Completely new shopping experience at Austria’s top address for delicatessen – logo and corporate colours have also been modernized.

“We are opening a new gourmet chapter today! Six exciting months lie behind us. During the largest renovation of Julius Meinl am Graben in 22 years, no stone was left unturned. We placed particular emphasis on comprehensively modernizing the store while retaining its familiar charm. The result is a grocery store at the top architectural, economic and technical level with a completely new shopping experience. True to the motto: Everything stays better!”, said Managing Director Udo Kaubek at today’s press briefing. Julius Meinl am Graben will be open again as of tomorrow, Friday, October 22.

In the course of the renovation, the presentation of the goods was changed and the areas were redistributed.  The enlarged fish counter is now located in the basement near the now reduced fruit area, the meat counter was deliberately enlarged, as Julius Meinl am Graben offers an almost incomparable range of meat and sausage products. In return, the frozen food assortment has been reduced. Wine can now be found on the 1st floor. There is also a new event area that can be used flexibly. The outdoor area remained the same – there, about 60 seats invite you to linger and drink coffee.

“Thanks to clever architectural solutions, we will be able to offer more products despite a reduction in area. And there are also some new specialties here,” says Udo Kaubek. Among the new additions to the Julius Meinl am Graben assortment are exquisite Lungaugold organic meats, the world-famous Bluefin Tuna from the Balfegó company, vineyard honey from Bründlmayer, handmade pasta from the Rustichella company in Abruzzo, premium salmon from the private smokehouse Nationalpark Neusiedlersee, sausage specialties from Döllerer Genusswelten, and products from the luxury cheese brand Xaver David.

“Everything stays better – this also applies to the Julius Meinl am Graben logo and the look of our corporate image. Because we have also given our ‘corporate identity’ a makeover,” says Herbert Vlasaty, Managing Director of Julius Meinl am Graben GmbH, and continues, “Here, too, we have opted for a combination of modernization and tradition. A traditional headgear now moves to the foreground.”

The new logo is clearly reduced and a modern version of the original logo. The fez – a historical garment that defies typification – is the central element of the new Julius Meinl am Graben logo.

Managing Director Vlasaty: “We have also rethought the traditional Julius Meinl am Graben colours – they are being changed to petrol green. The new corporate identity extends from the uniforms, the homepage and the carrier bags to the company’s own product packaging. The Julius Meinl am Graben online store will also “shine” in the new design. The online store will be available from October 22 and will be accessible under the new domain www.meinlamgraben.eu. Finally, the company will operate under the umbrella brand “House of Julius Meinl” in the future. This is also intended to emphasize the internationality of the Group.

Managing Director Udo Kaubek: “Julius Meinl am Graben feels itself to be a gourmet avant-gardist. Our new customer magazine ‘Mein Meinl’ is also intended to contribute to more enjoyment and culinary delights in Austria and offer exciting insights into the world of Julius Meinl am Graben,” and concludes: “We have always been and will continue to be pioneers of good taste and culinary diversity. We hope you enjoy exploring the new Julius Meinl am Graben”.