A new design doubled Deli De Lucas food sales

Prototype stores convinced Deli De Luca about the new concept


Deli De Luca Norge AS




Shop concept, lighting



The challenge

In 2006, NorgesGruppen took over Deli De Luca, a small restaurant chain in Oslo. They have since developed the chain and they were ready to take the next step in autumn 2016: to integrate the concept into 65 Esso stations in Norway.

As a result of our well-established partnership with them on the Meny, Joker and Spar brands, we received a call in autumn 2015. We were one (of two) selected suppliers both commissioned to build three pilot stores for the new Deli De Luca concept.

The schedule was tight. From the first meeting in February, the pilot stores had to be produced, constructed and fitted out for opening in early April.

The solution

The client had outlined the design itself. We made 3D drawings that clearly showed the full proposed layout, including fixtures, display, self-service checkouts and lighting. We also added a few new proposals that we were convinced would enhance the concept and make it an even greater success.

The proposal was given a positive reception. A tight project team, consisting of several ITAB companies, was put together to deliver the pilot stores to deadline.

“ ITAB and Deli de Luca worked together closely to successfully implement a new concept at 65 ESSO stations in Norway. “

The result

We met the challenges and made sure throughout the project that we offered the client extra support where appropriate. We even bought and planted flowers outside the store three hours before the grand opening.The pilot stores project was so successful that we were commissioned to continue the rollout at all Esso stations.

The sales figures from the three pilot stores gave the client particular cause for satisfaction. The reliability of having our own production and smooth logistics, ensuring that all equipment and fixtures were delivered to the right store just in time for installation, meant that we handled 4 installations a week from September to December.

The team worked like a dream and the conversion time was minimised. We are proud to have completed the project so successfully and the customer is very satisfied.

"ITAB and Deli de Luca worked together closely to successfully implement a new concept at 65 ESSO stations in Norway. From pilot tests in April to full rollout from August. This was made possible by the robust, dedicated organisation at ITAB, which was involved in product development, logistics, picking, production and installation. 
The project group from ITAB was 100% dedicated throughout the project and ensured that the concept was implemented well at every station. At the same time, ITAB was flexible. In a rollout with four stores a week, there will always be challenges, and we were able to respond well together."

Marius Kristiansen, Operations Manager, Deli de Luca Norge AS

Project group

The project group in charge at ITAB Butikkinnredningar AS was Per Myrer, Project Manager, Morten Geelmuyden, Purchasing and Product Manager, and Lars Magnus Risan, Product Developer and Designer.

The project was implemented in partnership with KB Design och Reklamepartner, responsible for drawings, ITAB Prolight, responsible for lighting,  ITAB Shop Concept Lithuania and ITAB Industrier AS, which were responsible for production, and ITAB Logistikcenter, which was responsible for the logistics of the rollout.


ITAB Butikkinnredningar AS, Per Myrer, Project Manager 


A unique concept solution, including bespoke restaurant and store fixtures, lighting and self-service checkouts. 



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