Co-op is launching a new chain of food-for-now stores, strategically based in high foot-traffic locations and designed to champion its ‘on-the-go’ expertise.
The new ‘on-the-go format,’ which forms a UK first for a national grocer and is unlike any other in the Co-op’s estate, is around a quarter of the size of its typical convenience shops.
The first store opened today (31 July) in Solihull, with another 15 launching over the coming months with a longer-term ambition of reaching several hundred during the next two to three years.
The store design and offering will cater to ‘on-the-go’ key meal solutions throughout the day, according to the retailer, serving breakfast, lunch and dinner in new formats, from traditional meal deals to the inclusion of hot food served over counter, in a first for Co-op, and a new deli-selection.
The next phase of the initiative will see the stores turn to ‘dark trading’ during the evening, including the brand’s Irresistible Pizzas cooked and delivered to shoppers’ door in minutes.
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Co-op managing director Matt Hood said: “We are always looking at new ways to deliver convenience to our members and customers and these new stores are a perfect example of us using our expertise to refine our ‘on the go’ offer so it is focused on giving shoppers exactly what they need, when they need it.
“It’s a brand-new concept, which we believe there is a big demand for and which we can meet with delicious products, quick service, good value and spot on locations.
The move comes after Co-op became the first UK grocer to launch on Deliveroo Express earlier this month, as it expanded its rapid delivery offering.
The move will see Deliveroo handle back-end logistics and fulfilment for orders made through the convenience chain’s own online shop, with deliveries promised in as little as 60 minutes.
