CAP (market)

CAP ... the center of life
legal form	Social franchising
founding	2001
Seat	Stuttgart
management	Franchiser : Cooperative of workshops for disabled people Süd eG
Number of employees	1257 (2011)
Branch	Retail company
Website	www.cap-markt.de

CAP market in Berlin-Koepenick

CAP is a German trading company with headquarters in Stuttgart . People with and without disabilities work together in the markets . The name is derived from Handi cap , the English term for disadvantage .

CAP stores are usually operated by local integration companies or workshops for disabled people as part of social franchising . In Germany there are 100 branches (as of December 9, 2013) with store sizes between 200 and 1500 m². The concept goes back to the Gemeinnützige Werk- und Wohnstätten GmbH (GWW) and has been responsible for the Stuttgart-based Cooperative of Workshops for Disabled People Süd eG (GDW Süd) since 2001 .

history

In 1999 the last local grocery store in Herrenberg , in the Ziegelfeld district, was to be closed. The then local managing director of GWW made the decision to operate the market in the future through Femos gGmbH , GWW's integration company. Nine people found work in the CAP store in Herrenberg, including six with a disability who had previously been employed in a workshop for disabled people (WfbM).

After Femos gGmbH opened additional stores in Weil im Schönbuch , Calw and Malmsheim , GDW SÜD took over the concept from GWW in 2001 and continued it as social franchising. In the same year, another operator, the Filderwerkstatt, took up the concept as a new franchisee and opened its first store. The first CAP store outside of Baden-Württemberg followed in 2002 in Dobbertin in Mecklenburg-Western Pomerania .

In the years that followed, the number of stores grew annually by around ten to a total of 100. The number of operators rose to 58 by 2013. By the end of 2012, jobs for 713 disabled people had been created. A total of 1257 people worked full-time or part-time in the CAP stores. Together they generated a turnover of 122 million euros.

In 2010 the corporate design was revised and a new logo was introduced. If the stores are rebuilt, they will gradually be converted to the new look.

Conception

On the one hand, CAP markets are intended to create “suitable jobs [...] outside the workshop”, on the so-called primary labor market for people with mental , psychological and physical disabilities.

On the other hand, the markets with their full range of groceries are designed for local supply and are located in central locations in (sub) city or town centers in order to "fill gaps in supply for [...] residents who rely on an offer that can be reached on foot [...]" conclude. This is intended to fill the gaps in other discount and supermarket chains, which are mostly setting up new locations on the outskirts of the village. Overall, this market concept is intended to promote the "development of the community ", which also underlines the motto ... the center of life . The concept of CAP markets is a response to demographic change. The markets are geared towards the needs of customer groups that are less mobile. They take into account the concerns of the aging population both in terms of centrality and in terms of market design (wide aisles and only 1.6 m high shelves) and the services offered, such as a delivery service and guided shopping. The markets are organized as social franchising under the umbrella of GDW SÜD. Franchisees are WfbMs and integration companies that operate between one and ten stores. You pay entry, cooperation and advertising fees, from which the overhead costs are financed. In this way, it is particularly possible to maintain a Germany-wide network of specialist advisors to support store managers and operators. Negotiations about the main supplier EDEKA are also in the hands of GDW SÜD .

Sales lines

CAP ... the center of life

Full-range food retailer in city (sub) and local centers with areas between 300 and 1500 m², offering between 5,000 and 15,000 articles for daily needs.

CAP compact

CAP compact is a concept for sales areas of 100 to 300 m² in towns or districts with 500 to 1500 inhabitants. The supply of goods is organized via a CAP market nearby. The markets carry around 1500 everyday items.

CAP mobile

Vending carts with an assortment of 800 to 1200 items for daily needs that go to places and residential areas without stationary food supplies according to fixed weekly tour plans. CAP mobile is based on existing CAP stores with at least 500 m² of sales area where the goods can be replenished.

CAP puccino

As bakery shops and cafés, CAP puccinos offer baked goods, drinks and snacks in CAP markets where there is neither a bakery in the market nor in the neighborhood.

Awards

With their market concept the GDW SÜD was the competition Land of Ideas of Federal President Köhler to Selected Landmark 2008 voted.

Also in 2008, the CAP stores with their concept reached the final of the “Retail Innovation Prize” of the German Retail Association .

In 2005, CAP was the first recipient of the Rudolf Freudenberg Prize for social enterprises that implement new ideas for integrating mentally ill people into the labor market.

Some markets, e.g. B. in Karlsruhe-Durlach, Weinstadt-Beutelsbach, Stuttgart-Weilimdorf, have been recognized as senior-friendly by local city seniors' councils.

Various CAP stores, such as Bühl, Kirchheim unter Teck and Neuhausen auf den Fildern, are also certified with the “Generation-Friendly Shopping” quality mark from the German Retail Association.