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Almost a year ago, the first branch of the automated chain Tante Enso was opened in Hohenroda-Mansbach. The assessment of those responsible for the project is consistently positive.
Hohenroda – It's been a year since the confetti cannons popped in Mansbach and the first customers streamed into the new supermarket of the “Aunt Enso” chain. Since then, the branch has developed to the satisfaction of the operator, where former Tegut boss Thomas Gutberlet is now part of the management team. According to local politics, “Aunt Enso” has now become an integral part of village life.
“Overall, the Mansbach branch is developing to our satisfaction,” explains Jessica Renziehausen, Head of Marketing and Corporate Communications, when asked by the Fuldaer Zeitung. And Hohenroda's mayor Andre Stenda (independent) confirms the success: “The market has brought a significant improvement in local supplies and strengthens the district's attractiveness as a place to live and live.”
One year of Aunt Enso: track record in Hohenroda-Mansbach
According to Renziehausen, one of the biggest challenges was to overcome the fear of technology among older people on site. However, this is now well established: the self-service checkout is used 87 percent of the time. However, some customers still prefer the staff. Just because of the social factor.
The municipal administration had also recognized these problems and “provided comprehensive information before the store opened,” explains the town hall boss. After the opening, the market team and committed citizens also provided assistance in using the technology.
The Bremen start-up “Tante Enso” supplies rural towns with a supermarket that combines the charm of the corner shop with online retail. The goal is a simple, modern shopping experience. Unlike conventional discounters and supermarkets, the store in Mansbach is open all day – thanks to the so-called Tante Enso cards.
1183 Aunt Enso cards issued so far
These allow the market to be opened at times when there are no staff on site. A total of 1,183 cards have been issued so far. “After a year, that’s comparatively a lot in relation to the size of the place,” emphasizes Renziehausen. Customers can also order their purchases online and pick them up in the store.
According to the company, on average just under 100 people shop in the Mansbach branch every day. The store is particularly busy on Sundays, followed by Saturdays and Fridays. Regional products such as baked goods, eggs and meat as well as the products from the “ja!” brand are particularly popular. in the dairy segment.
Fruit and vegetables are also often bought. A special feature in Mansbach: baby products are among the most sought-after categories. “There seem to be a lot of young families,” concludes Renziehausen. The order quantities need to be adjusted even better. Vegan products, however, are less in demand.
“We receive consistently positive feedback from the local population,” reports Stenda. Many citizens appreciate the shopping opportunities close to home and the flexible opening hours. For older people and less mobile citizens in particular, the offer of cooperatively organized branches makes everyday life much easier.
Aunt Enso is planning further locations in Hesse
“In our view, Hohenroda can certainly serve as an example of how modern local supply can work in rural areas,” says Stenda. The market impressively shows how innovative and digital approaches can be brought into line with the needs of a village community.
A special moment for him was the continued positive development of customer frequency after the initial phase. “When it became clear that the market was accepted by the population and had established itself as an integral part of everyday life, it was clear: it was worth it.”
Aunt Enso says it is planning further locations in Hesse – not just in East Hesse. Many smaller towns benefit from the fact that the company ends vacant properties and enables local supplies. It therefore hardly seems surprising that the company is on everyone's lips after the closure of several Tegut stores in the region and the abandonment by the parent company Migros.
For example, the community of Ehrenberg is currently in talks with, among others, Aunt Enso about the successor to Tegut in Desert Saxony. Tegut has announced that it will close the market in Wüstensachsen in spring 2026. This means that the last remaining food market in the Ulstertal municipality will no longer exist.
