Asda opens its first ever premium convenience store

Asda has opened the first premium “Extra Special” store allowing shoppers to purchase deluxe supermarket merchandise in roadside locations.
A second premium store will launch in Hartlebury before the end of the year.
// Asda has officially opened its first premium Extra Special convenience store
// The ‘Extra Special’ stores are part of a roll out of 200 Asda On the Move store openings

Asda has opened its first premium ‘Extra Special’ store offering the opportunity to shop the supermarket’s deluxe product range in a convenient roadside location.

The store, which can be found in Beaconsfield, Buckinghamshire, stocks 2,500 products including a large selection of Asda’s premium range products.

These include an extensive selection of fresh and chilled ‘Extra Special’ products, as well as ready meals and beers, wines and spirits.

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As well as stocking a wide range of premium products, the first premium store will also have a different look and feel to a traditional grocery convenience format, taking cues from the retailer’s Extra Special branding – both inside the store and on the forecourt.

The Buckinghamshire site will also stock a selection of dishes created by celebrity chef, Gino D’Acampo, including his ‘Mamma’s’ lasagne and classic Italian recipes such as aubergine parmigiana.

Another ‘Extra Special’ store is set to open in  Hartlebury, Worcestershire before the end of the year, with five further locations set to receive an extended range of Extra Special products as the brand celebrates its 20th anniversary.

The ‘Extra Special’ stores are part of a roll out of 200 Asda On the Move store openings, which mainly sell Asda own-label products.

The supermarket chain said it was too early to say how many of the 200 stores will be ‘Extra Special’ and how many will be Asda On the Move.

Asda chief merchandising officer Derek Lawlor said: “We know that customers want great quality that is easily accessible and great value – so we’re delighted to be able to launch our first ever ‘Extra Special’ Asda On the Move store in Beaconsfield,”

“Customers visiting the store will find everything you would expect to be able to pick up in a forecourt grocery location, along with a wide range of premium ‘Extra Special’ options across chilled meals, fresh ingredients and a specially selected range of beverages.

“The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers, with like-for-like sales in this category up by more than 20 per cent in the second quarter compared with the same period in 2019.”

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