With sales of spices and seasonings on a steady upswing, the 123-year-old McCormick & Company has opened its first-ever retail location. More than a traditional retail outlet, the 3,818-sq.-ft. McCormick World of Flavors is a destination that aims to build brand excitement and demonstrate the company’s leadership in flavor. It showcases McCormick’s complete family of products and brands, which run the gamut from Old Bay to Thai Kitchen.
“Through product diversifications and acquisitions, McCormick has become a portfolio company and moved beyond common spices to position itself as a leader in flavor, “ said Ken Nisch, chairman, project principal, JGA, Southfield, Mich. “The store is designed to expand consumers’ perception of McCormick and to expand the perception of McCormick’s portfolio of products with the food trade, food bloggers and the like.”
In a nod to the company’s roots, McCormick World of Flavors is located in Baltimore’s Inner Harbor. The company was founded in Baltimore in 1889 and moved to Sparks, Md., in 1989.
“McCormick also plans to use the space to promote the development activity that goes on back at their headquarters,” Nisch added.
The store is a rich blend of interactive and sensory experiences. Touch-screen educational displays, an open kitchen for cooking demonstrations and product sampling bring the brands — and the idea of flavor — to life. It is organized by a series of zones, with several focusing on branding in key product categories and others focusing on activity areas (such as grilling, cooking and baking).
Five interactive stations (featuring HP touch displays) are located throughout the space. They include the scent-based “Guess that Spice” game that tests the customer’s sense of smell, and “Flavors in the Making,” a series of videos on how spices and herbs go from nature to the table. At the “FlavorPrint” station, visitors can discover their own personalized flavor profile. There is also a 28-ft. wall dedicated to