Safeway claims to have blended catering and retailing to create a food concept that is totally unique in the UK supermarket sector. Speaking at the opening of the chain's new 34,000 sq ft superstore in Woking, chief executive Carlos Criado-Perez said: "There are some people in the US that have gone in this direction with a lot of success. But we have something quite unique. It's more daring than what you see in the US." With the opening of Woking, Safeway has three formats it will use as the blueprint for converting its entire estate over the next two years. The other formats are for supermarkets and a convenience proposition. About 57 stores have been revamped and some 170 will get the treatment this year at a cost of £310m. Criado-Perez said the company was in phase two of his plan to rebuild its fortunes, and he added: "The Safeway of before is no more. This is new Safeway." Key features at Woking include a big fresh to go section offering takeaway products such as noodle dishes cooked to order and freshly made pizzas. Meat and fish counters and its bakery-cum-patisserie are major selling points as is a striking health and beauty section. A "power aisle" in the middle of the store promotes Megadeals and underpins its high:low price poisitioning. A florist that makes bouquets to order turned over £16,500 in its first week. Woking has one of the new Cafe Fresco restaurants, the proposition of which is strong enough to ensure 20% of customers are just using the cafe and not shopping. Criado-Perez said 50% of Working's sales were fresh and freshly cooked products, compared with 30% to 40% in a traditional superstore. He said Safeway's new focus on fresh gave it a competitive advantage to players with more scale. As well as offering a point of difference, it provided higher margins that could be reinvested in deals on ambient lines. Staff are encouraged to add to the instore razzmatazz, and provide the fun Criado-Perez believes is lacking in British food stores. - See page 29 {{NEWS }}

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