Thailand: CPF launches new supermarket model

Date : 29 June 2020

Charoen Pokphand Foods (CPF) is launching a new supermarket concept to support its expansion.

Larger footprint than CP Fresh Mart format

Source: Euroswift


The new CP Fresh will have 500 sq. m. of space, about five times the size of the original CP Fresh Mart format. It will provide a wider variety of products including chilled items, produce, seasonings, frozen goods and ready-to-eat meals. There will also be cooking services and seating areas for customers.

A modern hub to support expansion

Prasit Boondoungprasert, chief executive of CPF, said the company will open the first prototype CP Fresh supermarket in Pak Chong, Nakhon Ratchasima next month. He also said, “CP Fresh will be a supermarket mall that provides various products under CP Group and outside manufacturers to Thai households. This will also be a hub to support the expansion of our CP Fresh Marts in the future via business-to-business and delivery channels." CP Fresh stores will carry CP products, along with Tesco-Lotus, Makro cash-and-carry and CP Fresh Marts.

CP Fresh Mart given a new design

The retailer also launched a new CP Fresh Mart concept in Lamphun province, with an area of 200-300 sq. m. instead of the usual 100 sq. m. The new CP Fresh Mart concept will be built with Five Star grilled chicken and Star Coffee also offered under one roof. The retailer has completed the redesign at 60 existing CP Fresh Mart stores and aims to renovate the remaining 300 stores over the next 2-3 months. Mr Prasit said the company plans to open 50-100 new CP Fresh Mart stores this year. CPF Trading's sales are expected to reach THB60bn this year, up from last year's THB50bn. It aims to have 2,000 CP Fresh Mart stores within the next few years and 5,000 branches over the next 6-7 years. There are about 400 CP Fresh Mart stores throughout the country and more than 300 overseas branches in Vietnam, India, Laos, Cambodia and Turkey.