Co-op has opened a new concept store in Manchester Piccadilly station to cater for the growing trend in shoppers buying food 'on the go'.
More focus on food-to-go
The new-look 'On the go' store places increased focus on food ranges suitable for shoppers who want to grab breakfast, lunch or dinner on the go.
It features extended food ranges to appeal to health conscious consumers including more vegetarian and vegan products, as well as free water taps for customers to refill their own bottles, and self-serve hot soup and porridge.
A fast and convenient shopping experience
The new store is designed for a more convenient, quicker shopping experience. It includes fast self-serve tills and areas within the store are clearly defined by shopping mission as 'food for now' and 'food for later' for shopper ease and to improve the speed of shop.
Derek Furnival, Divisional Managing Director at Coop, said: “Increased levels of space, range and options for self-serve in our new ‘On the Go’ stores offers our members and customers the ultimate convenient shopping experience.
“Located in areas of high-levels of footfall, these stores will serve time-poor shoppers that need to make quick purchases with ease. There will always be need for our traditional format stores, however the new concept stores allow us to serve our customers’ direct needs in specific locations where time is of the essence.”
Co-op is set to launch further new ‘On the Go’ concept stores in 2019.
What we think
We visited the new 'On the go' store on opening day. Our first impression was that the store is clearly differentiated from a standard Co-op and the increased focus on food-to-go is well communicated to passing customers. Inside we found the store easy to shop with missions clearly signposted. The large area dedicated to self-serve tills ensures check out is a fast and comfortable experience, whilst the new seating area offers shopper space to eat, drink and charge their mobile devices.
The food for now range is comprehensive and food for later tidily merchandised, whilst a fresh bake fixture communicates freshness. Drinks really stand out with nice touches of innovation in the shake counter where shoppers can serve themselves with slushies or milkshakes. Co-op have also introduced a refillable water station which ties in with their ethical principles.
Overall, this store delivers well on its objectives to be a quick and easy, food-to-go focussed store designed to appeal to transient consumers. It has many points of difference which set it apart from other Co-op stores and its competitors. The next step is to hone communication in store to maximise shopper engagement with the new innovations.
IGD Food-to-Go 2018
Join us on 8 November to hear from Co-op’s Head of Chilled, Paul Cunningham.
Paul Cunningham, Co-op’s Head of Chilled, will join us at next week’s IGD Food-to-Go event on 8 Nov. Find out more about the full programme here.
View the programme »