Hy-Vee is introducing Senior Wellness Day, a monthly morning event pairing its registered pharmacists and dietitians with breakfast deals to draw older shoppers into stores.
The monthly events began Sept. 16 and run 7:30-9:30 a.m. on the third Wednesday of every month.
During each event, the West Des Moines, Iowa-based grocer’s health experts will cover timely topics including vaccines, staying healthy during flu season and enrolling for health insurance, information that grows more valuable as Medicare open enrollment approaches in mid-October. Attendees 60 and older can enjoy a $5 Balanced Plate breakfast, free coffee and 10 percent off vitamins, with some restrictions applying.
Hy-Vee locations featuring both a pharmacy and hot food service will host the events at the Market Grille inside the store, a pairing that puts the program’s health programming, foodservice and pharmacy traffic in the same trip.
The employee-owned company operates more than 540 business units in nine Midwestern states with sales of more than $14 billion annually and more than 70,000 employees.
Hy-Vee’s launch adds a dedicated senior daypart to the wave of pharmacist- and dietitian-led in-store programming rolling through the industry this fall, alongside Kroger’s September Wellness Tour and Walmart’s new rural Health Ambassador pilot, as grocers lean on in-house health professionals to convert wellness credibility into store visits.
Related: Kroger Wellness Tour Brings Weekend In-Store Activations, 4 Mini-Fests In September