Safeway C-Store UK

Supermarkets

An award-winning customer-centric grocery industry design. Best convenience store of the year.

Safeway external branding and store design for convenience supermarkets
Store entrance and super graphic branding to windows. 
Safeway interior store design for fresh counters in supermarkets
Design for "fresh to go" the pasta and hot food departments. 

An award-winning customer-centric
grocery industry design for Safeway.
Best convenience store concept.

By increasing the footage of fresh food departments,
Safeway increased sales by 20% to 30% week on week.
Store location - St. Katherines Dock, London.

 
Safeway interior store design for fresh fruit and vegetables merchandising in supermarkets
Learn more about the project

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.
Safeway fresh fproduce merchandising system design in supermarkets
Fresh produce merchandise system design and branding.

The store concept comprised four zones: "Fresh to Go", Personal Indulgence, Everyday Essentials
and Browser.

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 the bakery.

 
Safeway chilled fresh fproduce merchandising display and branding in supermarkets
 
Safeway interior store design for chilled island merchandising in supermarkets
 
Safeway supermarkets interior store design for chilled island merchandising  pizza pasta to go
 
Safeway supermarkets interior store design for chilled island merchandising fresh fish display
The fish monger merchandise system design and branding.
Safeway supermarkets interior store design and branding for wine department merchandising display
The beer, wine and spirits department.
Safeway supermarkets interior store design and branding for health and beauty department merchandising display
The health and beauty department.
Safeway supermarkets interior store design for the inulgence zone health and beauty department merchandising display
 
Safeway supermarkets interior store design for cilled meat department merchandising display