Co-op is launching a new small, food-for-now store format that will be used in high-footfall locations.
Described as a UK first for a national grocer, the format is approximately one-quarter the size (600-1,000 sq. ft.) of the group’s typical convenience shops, with new operating hours (7am-7pm) and a range that caters to the growing ‘grab-and-go’ consumer culture.
The first of the ‘on-the-go’ stores has opened today in Solihull, with another 15 set to open over the coming months, and a longer-term ambition of reaching several hundred within the next two to three years. This will comprise new locations, as well as existing site re-fits and implants.
The store design and offering caters to ‘on-the-go’ key meal solutions throughout the day, serving breakfast, lunch and dinner in new formats, from traditional meal deals to the inclusion of hot food served over the counter – a first for Co-op. The range includes Costa coffees, hot baguettes, chicken tenders, cooked pizzas, wraps, bagels, and protein pots. Meanwhile, cold drinks include wines and a range of ready-to-drink single-serve cocktails.
The retailer noted that the new format is a blend of the best of European and Far East trends of ‘serviced-over’ food-to-go propositions.
“We are always looking at new ways to deliver convenience to our members and customers, and these new stores are a perfect example of us using our expertise to refine our ‘on the go’ offer so it is focused on giving shoppers exactly what they need, when they need it,” said Matt Hood, Co-op Food MD.
“It’s a brand-new concept, which we believe there is a big demand for and which we can meet with delicious products, quick service, good value and spot-on locations. I’m excited to see this evolution of Co-op stores join our traditional convenience stores across the UK.”
The next phase will see the stores transition to ‘dark trading’ in the evening, offering Co-op’s pizzas, cooked and delivered to consumers’ homes, to compete with foodservice operators and build on Co-op’s quick commerce operations.
NAM Implications:
- Patently well researched, but extending the closing time to late evening…
- …might be better accommodating of youth grab & go behaviour.
- The initiative should result in genuine incremental sales for Co-op.
- And a resulting fast roll-out should help Co-op optimise its innovator’s advantage.
- Time for proactive suppliers in appropriate categories to climb aboard and share some of the action.
- (Another Co-op innovation that will be copied by rivals…)
