Meijer is a family-owned supercenter retailer headquartered in Grand Rapids, Michigan, and operating in five Midwest states. With other retailers entering the market format, Meijer realized they had to reduce overhead to remain competitive and improve profitability. Meijer challenged Fishbeck to reduce costs by at least 25 percent while incorporating new retailing design layouts and completing the recommendations in three months. The challenge was successfully met by generating 884 cost reduction ideas, of which 287 were selected. The results of this synergistic effort were implemented by Fishbeck into new store prototypes.