RetailAnalysis
11 April 2017
Woolworths (SA) launches food-on the-go outlet

South Africa-based Woolworths has opened a new store concept under the Now Now brand. The retailer has said that Now Now is designed to meet customers' meal on-the-go needs.

The outlet has been opened in the retailer's flagship Longmarket Street store in Cape Town. More Now Now stores are expected to open across South Africa in the short term.

How it works

Now Now can be accessed via an app, which allows customers to pre-order their meals and choose a time to collect it. Customers can also use the app to pay. Woolworths has said that the aim for Now Now is to offer affordable and fresh products. Prices will be between ZAR10 (US$0.70) and ZAR55 (US$3.90).

The food is marketed as quality and fresh. Woolworths has said that Now Now will offer a wide range, wraps, pots, bowls and buns, and is aimed at catering to shoppers at breakfast and lunch.

Catering to customers’ niche needs

The range includes gluten, dairy and wheat-free options. Dishes will be made to include organic vegetables and free range eggs. Freshly squeezed juice shots and an extensive coffee menu that comes from locally roasted coffee beans will also be available.

Woolworths development

The recent Woolworths evolution has focused on highlighting the quality of the food on offer, expanding its breadth in food-to-go and enhancing the in-store shopping experience. The Now Now launch follows on from the previous addition ‘W Café’ in stores, which offers a broad range of food-to-go products.

Increasing interest in food-to-go

Other retailers in South Africa have also been expanding their offerings in food-to-go, food-for-now and food-for-later options, underlining the growing importance of such ranges in the country. The Food Lovers Eatery (from Food Lovers Market) provides fresh on-the-go options, with the retailer looking to maximise the potential from counters to provide health-orientated products.

Meanwhile Woolworths' partners with Engen on the latter's petrol forecourts. Engen stores can include Woolworths, Corner Bakery, Steers and Debonairs offers, enabling shoppers to combine foodservice and retail missions in one place. It provides a wide range of food-to-go and food-for-later options. This combination format offers customers a 24 hour service catering to the increasing trend of shopping little and often.

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