Safeway C-Store UK

Let's dream bigger is better

Working with Safeway’s store development and marketing team, we conceived and developed convenience food environments for the St Kathrine’s Dock 30,000sqft store and for the High Street Kensington 11,500sqft store. Safeway management wanted to exploit the demand for home meal replacement and top-up shopping requirements of London’s busy convenience customers. The development presented a big opportunity to emphasise their “fresh fast food” credentials. The location of the store was ideal for a convenience food offering. By increasing the footage of the store and having all the fresh food departments, Safeway increased sales by 20% to 30% week on week. The basket size moved from £6.00 times 28,000 customers to £9.00 times 35,000 customers a week.

Consumers expect much more from their retailers, such as health benefits, customization, on-the-go consumption and premium convenience products. The store format concept included four zones comprising “Fresh to Go”, Personal Indulgence, Everyday Essentials and Browser. Each zone has its own ambience and feel. The “Fresh to Go” sub-brand occupies 25% of the store, offering fresh perishables, Hot Wok, Pasta, Hot Rotisserie, fresh Pizza, a Sandwich bar and Patisserie and Bakery. Home Meal Replacement or food-on-the-go, both with top quality and freshly prepared food.