The Evolution of Tiger Commissary: A Key Player in Army Food Service

The Army's food service provider, Tiger Commissary, has undergone significant transformations over the years, adapting to changing needs and technologies to meet the demands of military personnel and their families. Founded in 1969, Tiger Commissary has grown from a small, regional supermarket chain to a prominent player in the military food industry, offering a wide range of products and services to Army personnel and their families. According to Rohan K. Williams, Director of Marketing for Army and Air Force Exchange Service (AAFES), "Our food businesses are an essential part of the Army's readiness mission, providing high-quality food and personalized services to military families." With a focus on convenience, nutrition, and value, Tiger Commissary continues to innovate and expand its offerings, solidifying its position as a key player in Army food service.

### Reaching New Heights

Tiger Commissary's history dates back to 1969 when the US Army Natick Development Center introduced the concept of a "commissary" – a store that sold groceries and fresh produce to military personnel. Initially, stores were managed by the Army, but over the years, the operation was gradually transferred to the Army and Air Force Exchange Service (AAFES) in 1995. By 1998, the commissary brand rebranded as "Tiger Commissary." This strategic move enabled the company to access more resources, expand its product offerings, and increase its competitive advantage in the market.

Today, Tiger Commissary operates 130 locations in the continental United States, serving approximately 300,000 patrons weekly. Several significant expansions and renovations have taken place to improve the shopping experience for clientele, with projections for even more growth in the future. As hinted by Karen Hawkins, Director of Strategic Communications for AAFES, during an in-person interview, new locations and additions, such as the implementation of an expanded services and online shopping options, are already planned.

### Enhancements and Innovations

Tiger Commissary's ability to respond to evolving needs is crucial, as military personnel and their families have become increasingly sophisticated when it comes to their food choices and expectations. In an effort to meet their expectations, Tiger Commissary has implemented various innovations. Some of the most notable improvements include online shopping, curbside pickup, and delivery services.

• **Online shopping and curbside pickup:**

• Online shopping, one of the innovative moves implemented by Tiger Commissary, has significantly enhanced patron experiences. Allow users to browse and purchase items directly online for improved convenience. Curbside pickup offers the option of skipping the in-store lines, with store staff taking selections right to clients' cars. According to Karen Hawkins, this streamlined service results in "customers having the flexibility to add us to their travel arrangements."

• **Delivery services:**

Tiger Commissary leverages external partners to introduce new, incompatible services that appeal to different customer preferences to continue meeting customer needs.

• **Review of Express Lanes:**

• In a move to further streamline checkout processes, Tiger Commissary started introducing 'Express Lanes' designed especially for online orders taken for skip the in-store line. From skip-line online buying directly through express lanes favored by many.