Safeway Megastores

One purpose and one identity

Safeway's executive management team approached our design team to explore evolving its Superstore concept into a Megastore. The goal was to incorporate non-food ranges, refresh existing food offerings, and elevate the overall customer experience, while emphasizing Safeway's commitment to fresh food, product availability, and competitive pricing.

The Safeway Mega store's value proposition typically revolves around several key aspects:

Wide Selection: Safeway Mega stores offer an extensive range of products, including groceries, fresh produce, bakery items, deli meats, and household goods, often in larger quantities or larger variety compared to standard Safeway locations.

Competitive Pricing: They aim to provide value for money with competitive pricing on everyday items, often featuring bulk items and larger pack sizes that offer savings to customers.

Convenience: These stores often include additional services such as in-store pharmacies, prepared meals, and expanded hours of operation, enhancing convenience for shoppers.

Quality and Freshness: Emphasis on high-quality, fresh products, particularly in produce, meat, and bakery sections, is a core part of their value proposition.

Customer Experience: A focus on a pleasant shopping environment, with well-organized aisles, helpful staff, and modern facilities, enhances the overall shopping experience.

Community Engagement: Safeway Mega stores often engage with the local community through events, sponsorships, and local product offerings, fostering a sense of connection with their customers.

These elements combine to create a shopping experience that balances variety, convenience, and value, catering to the needs of a broad range of customers.

Our design principles focused on flexibility, allowing different store zones to adapt to various store sizes. This approach not only helped Safeway compete more effectively against major retailers but also against specialized high street shops. Through this strategic design process, CampbellRigg has gained extensive knowledge of diverse retail sectors and insights into consumer behaviour.

We introduced a new non-food offering by blending a department store ambiance with the Megastore’s range and value proposition. The design features varied retail spaces with different heights, colours, and materials, creating a dynamic environment for innovative merchandising. The store includes five distinct themed areas: a section for everyday items and impulse fresh foods, personal indulgence zones for beers, wines, spirits, and health and beauty products, as well as entertainment and home living zones surrounding the central ‘Mega-fresh’ restaurant and seating area.