He video It is from October 2024, but it could have easily been recorded yesterday, today or even tomorrow. In a piece lasting just under a minute, Jana Quiles, tiktokerrecounts his disastrous time at a fishmonger: “I just wanted a piece of fish for dinner and, because I didn’t know what to order, I ended up buying 25 euros worth of hake.” Your case is interesting because it connects with a phenomenon shared by many other young people on networks and that is reflected in the statistics from the Government: Spanish households buy less and less fish.
Mercadona has taken note and has decided to step on the accelerator in a bet that it’s been a while implementing: the move from the fishmonger to the trays.
What has happened? That Mercadona wants a “new fish sales model” in its stores. The chain itself announced it in a statement posted on its website, a note that, beyond its corporate tone, stands out for two things. The first, the message. The company advances its intention to complete the transformation of its sections, betting 100% on the packaged product. “We transfer all products to trays, guaranteeing quality and freshness.”
The second thing that draws attention is the images. Mercadona’s statement only shows photos of fish already packaged, labeled and arranged in open refrigerators. Not a counter. Not even a stand with fresh goods and fishmongers to consult about the goods or a special cut. Nothing, in short, that can lead to experiences like the one that Jana Quiles lived in her day.
@janaquiles This happens to me as a beginner 😂🐟
Is it something new? In a way. Although Mercadona seems determined to complete its “reengineering” of fish, in reality the change comes from behind. Does more than a year There was already talk of the chain’s desire to find a more efficient model for the section, betting on the consumption of clean merchandise arranged on trays. The idea, how it progressed TOB.C. in January 2025: greater offer in packaging, with items ready for consumption, and much less assisted sales, moving away from the model that prevails in traditional markets.
From the traditional image of customers browsing the hake, turbot and mussels displayed on ice, with the fishmonger on the other side of the counter, we move to a more functional one in which there is only the customer and the tray.
Why this change? Mercadona argues who wants to “adapt” to how we consume in our homes and defends the benefits of the new model: “The key is to reduce as much as possible the time that passes from when the fish comes out of the water until you consume it.” To older claims that the trays allow it to reduce waiting times in stores, offer an “assortment adapted to real consumption” and work with merchandise “clean and ready for consumption.”
In short, selling merchandise made almost to measure for a clientele that has lost the habit of buying fish and no longer has the vocabulary and the keys to ordering fresh goods. Again the case by Jana Quiles is paradigmatic. His experience with hake is not something isolated, it connects with an entire generation that has not acquired the habit of going to traditional fishmongers.
That’s all? No. To these advantages are added others that Mercadona does not cite and directly affect its production costs, logistics and even the management of spaces in the store. In January the company already made it clear In any case, the change in model would not imply dispensing with employees, they would simply be assigned new roles. “The entire fishmonger’s team continues to be part of Mercadona. Their work adapts to other needs in the store.”
Does it only affect fish? No. The focus may now be on fish, but it is only part of a much larger Mercadona strategy that connects with two of its main bets. One is food ready for consumption.
For years, the chain has aspired to be more than just the place where you buy products to fill your refrigerator and pantry; It seeks to be directly the space in which you feed yourself. The clearest reflection of this slogan is the section “Ready to eat”but the commitment to trays of fish that are clean, cut, filleted and practically ready to put in the oven goes in that same direction.
And the other bet? The ‘Store 9’the new local format that the Valencian chain wants to bet on. Your goal is optimize processes and improve efficiency, but in practice that translates into moving even further away from traditional counters and moving towards already packaged merchandise.
Interaction with staff during purchases is reduced to a minimum. No chats with butchers, fishmongers or fruit sellers, like in traditional supermarkets. Speed, efficiency, and functionality prevail, which in turn leads to handling and packaging tasks being removed from public areas.
Is this just about Mercadona? Not at all. Roig’s chain has managed to gain a considerable market share in Spain, close to 30% in terms of value, so their decisions affect thousands and thousands of families. However, the changes in fish consumption go further and partly connect with the Quiles video that we mentioned at the beginning of the article.
We Spaniards buy less and less fish. The official data of the Government show that per capita consumption of fish (both fresh and frozen) in homes has been plummeting for years. And it doesn’t get better. He latest reportfrom November, shows interannual falls of between 4 and 5.5%.
With its latest movements, Mercadona seeks to position itself in the part of the business that performs best. While Fedepesca talks about the closure of thousands of fishmongers Since 2007, there are businesses in the sector more focused on the sale of ready-to-buy merchandise, online orders and home delivery that they keep growing. Fish consumption itself is leaving homes to focus at leisure. Now Mercadona aspires to carve out a niche in that scenario, so different from the time of our grandparents and parents.
Images | Wikipedia and Mercadona 1 and 2
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