Booker has refreshed its whole Premier symbol fascia following the success of the new specialist forecourt format it launched last November.

Feedback from its new-look forecourt store in Birmingham had been so positive, it had decided to roll out the changes to its wider estate, it said.

Stores would now have a “simple, more modern design” that swapped the old yellow and purple livery for a more toned-down ivory and purple scheme, it said.

Window graphics had been scaled back so passers-by could see into stores and opening hours would now be clearly displayed.

Meal deals for breakfast, lunch and dinner would also be rolled out across the estate. Own-label products from Booker’s value range Euro Shopper would be prominently displayed, as would promotions and ‘mega deals’.

The changes have been trialled for the past four weeks at a new 2,400 sq ft Premier convenience store in Halesowen, near Birmingham.

Previously a Simply Fresh, the store had seen sales leap 45% since it opened, claimed owner Ajay Thandi.

“It has been a huge success,” he said. “Margins and sales are both up and the customers really like it. They are spending around £5 to £6 now, instead of £2 to £3 before. It’s the best thing we ever did.”

Booker sales director for retail Steve Fox added that Premier had enjoyed a “great” 12 months, with double-digit growth.

It is already the biggest symbol fascia in the UK with 2,800 stores and is aiming to become a £1bn business.

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