Woolworths in Australia has launched a new concept store called 'The kitchen' by Woolworths, focused on health, wellness, organic and eco-friendly innovation.
Test bed for new products and the next big food trend
The new store, located in the affluent suburb of Double Bay in eastern Sydney, is around a third of the size of a typical Woolworths and is being used as a test bed for new innovative products. The retailer says that organic, healthy options and sustainability are at the heart of the new urban concept and it is designed to compliment the Woolworths supermarket offer that is already present in the same centre right above the store. If products sell well in the store, the retailer may look to roll them out more widely across its supermarket network.
Fresh and healthly food for now and later
As the name suggests the store features a kitchen serving wholesome cafe style food, as well as a barista serving organic coffee, healthy grab and go food options, a florist, a wide range of organic fruit and vegetables, plus an expanded Marco Wholefoods range. In fact, the only Woolworths private label available in the store is its Macro range. The retailer has worked with Australian chef Peter Rowland to develop the kitchen element of the store, which produces a fresh seasonal menu of items to be eaten in-store or taken away.
Sustainability at the heart
Reportedly over 500 products are unique to the store, with a strong focus of the range on local and sustainable products. Carrying on this theme, the shopping trolleys are made of recycled milk bottles and the baskets of recycled soft plastics. To reduce waste, the retailer will look to use excess produce to make fresh juices in-store, while it is also testing smarter packaging solutions.
Not another Thomas Dux...
Having recently disposed of its chain of premium stores, Thomas Dux, many might wonder what is the prupose of this store, in fact the unit it is in was orginally designed for a Thomas Dux store. However, Woolworths has clearly said this is a one-off store.
Woolworths Format Development Director, Rob McCartney, said, “We know that customers in the Double Bay area are looking for more convenient fresh food options. We wanted to create a custom-made offering that was unique to this community, which is how ‘The Kitchen’ by Woolworths was born. Our food journey at ‘The Kitchen’ starts with organic produce, free range, locally sourced products, as well as freshly prepared meals to eat in or pick up and take home."