The chain has eschewed mainstream moneyspinners for its first c-store format and is sticking to what many say it does best. Anne Bruce reports Marks and Spencer is clinging to a few mementos of its heyday as it bows to the demands of modern retailing in a new convenience format in Surbiton, South London. The stylish 2,500 sq ft high street site has most hallmarks of a cutting edge c-store ­ an in-store bakery, a hole in the wall machine, a rotisserie, albeit out of sight, newspapers and magazines. It may be "out with the old in with the new" but, M&S drew the line at including mainstream convenience money spinners such as a cigarette kiosk and a national lottery terminal as it put together the deli-style mix. It is sticking to its guns in positioning itself as a quality food retailer, and to the letter of the new "Simply Food" fascia on the glass frontage of the store. In making the departure from its usual branding it looked at Tesco's Metro and Express formats and concluded that reference to the institution that is M&S will not, alone, cut the mustard with the modern customer. Matthew Knowles, M&S project leader ­ small store format, said: "Simply Food is a big step for us. The format is a more convenient version of Marks and Spencer. We've taken the best bits of M&S, including some historical elements, and put them in a modern, warm environment." References to M&S heritage are evident in the design of the store ­ traditional green mosaic around the front door, and a clock above the shop, "because people always used to meet under the clock at Marks and Spencer on the high street". But the chain has, for the first time, compromised on its tradition of carrying only own label stock: a selection of daily newspapers, supplied by WH Smith, are on sale in the grab and go area at the store's entrance and a range of 65 magazines at the far side of the store is matched to local demographics by WH Smith. It is all part of the M&S master plan to tailor the c-store portfolio ­ which is due to be rolled out nationwide ­ to meet local demand. The Surbiton store, close to the mainline station, is geared towards high footfall and small basket size ­ commuters and workers are key targets in the week, and residents at the weekend. And, for the first time in M&S history, the weekend includes all-day Sunday opening ­ from 8am to 6pm. A twin Simply Food pilot site opened this week in Twickenham. Situated behind a multi-storey car park it is aimed at low footfall and big baskets as M&S deals with contrasting locations before roll out. Both have been set up in modules, and any which do not pay their way will suffer the indignity of being removed. Even the in store bakery is on wheels. Fixtures and fittings - Size: 2,500 sq ft - Opening hours: 7am-10pm Monday to Friday; 8am-10pm Saturday; 8am to 6pm Sunday - Staff: 50, the majority are part time. - Lines 4,000 {{SPOTLIGHT }}

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