In Dublin's fair city... ..a radical convenience format launched by Dunnes has exceeded all expectations. Helen Gregory reports on a store which caters for city sloggers Busy Dubliners are flocking to Dunnes new-look store in the city centre, proving that a stylish image and convenience offer in the right location can push sales through the roof. The store in Georges Street is a new concept for the Irish chain and looks radically different to its normal design, after executives gleaned ideas from European and US chains. The 4,000sq ft store opened last November in the place of a Dunnes shop which closed more than 10 years ago. In the interim, the building was used as part of the chain's head office which takes up much of the surrounding buildings. Indeed, the EPOS system and IT department still use space in the back area of the new store. Although Dunnes has other, smaller stores around the city, this concept is Dunnes' first new-style convenience format and a second shop will open in North Earl Street in Dublin next month. The chain plans to assess the pair's performance before it decides whether to take the format elsewhere in the country. Much natural light has been used tin the new store and a glass roof gives it a modern, airy feel, while a wood-finished floor rather than the traditional tiles, adds to the contemporary effect. Normal shelving extends beyond shoppers' heads almost as far as the high ceiling ­ a concept which was taken from America. New-look chalk-board signs have been used in the place of traditional signs to give the impression of immediacy and freshness. A small selection of fruit and vegetables is displayed in wicker baskets at the front of the store, instead of the more usual trays, and most of the varieties are for immediate consumption ­ cooking is something Dunnes believes these particular customers aren't keen to do. The store's grocery manager Brendan Keating says the customer response so far has been "absolutely fantastic," and believes the new look has given the store a warm and homely feeling. "Most people have never seen a store like it. Even Superquinn and Tesco have nothing like it here." He adds: "Sales are extremely good ­ much better than we expected. The hot food sales are particularly popular, along with the off licence." The store opened with 4,500 lines, but in the few months it has been open, this has gone up to 5,000. Products such as Greek yogurt and free-range eggs have been added as a result of customer requests and less popular lines have been reduced. Keating says they are always looking around for new products. "We're a totally different package to the other Dunnes stores and have our own, separate stock lists." The chain's market research identified that shoppers in the city centre have hectic lives and that lunchtime is the busiest period, along with just after work. It also realised the potential for hot food and this is a big feature of the store. The range includes spicy potato wedges, fried chicken and sausage rolls which can be bought and taken away in a snack box. The bakery section features a Cuisine de France concession as well as products from local bakery Cookes and ready made sandwiches from the Zinc Bar, an independent sandwich shop just round the corner. The store makes its own sandwiches too. There is also a hand-made pizza section along with a large salad bar and fresh juice and hot soup are sold alongside. The store currently closes at 10pm, but Keating says he would like to close later to meet demand - possibly at 11.30pm in spite of the fact the store has an off licence. The area could be closed off, he says. Facts - 4,000sq ft - Opening hours: 8am to 10pm Monday to Saturday, noon to 10pm Sunday - 73 staff, five managers - 5,000 lines - 28,000-plus customers a week {{SPOTLIGHT }}