Midcounties Co-operative is launching a new food-to-go format.
The first store will open in Gloucester in 2013 and a further four to five stores are in the pipeline, according to Andy Cresswell, deputy chief executive, trading.
Speaking at the IGD’s Convenience Retailing 2012 event, Cresswell said the format would provide products for people to consume within four hours.
As well as new sites, Cresswell said Midcounties Co-operative had also earmarked sites within its existing estate to convert to the new format.
Cresswell said the Co-operative Food brand would create trust for the format and bring something new to the high street.
In terms of offer, it will introduce more variation on the retailer’s CRTG (The Co-operative Retail Trading Group) range and be more local, said Cresswell.
The launch is part of Midcounties Co-operative’s new focus on formats across its estate of 229 food stores, which range in size from 800sq ft to 20,000sq ft.
“Convenience is no longer just for stores under 3,000sq ft,” said Cresswell. “Larger stores can still be convenience stores for customers.”
By format, Midcounties Co-operative’s 74 supermarkets, which have the highest member participation, will focus on delivering a broad range of products and services at a fair price; delivering consumer needs for the next four to five days.
Its 28 Express stores, meanwhile, will offer a focused range for the next one to two days and availability of key lines will be the top requirement, said Cresswell.