Life in the north London suburb of Crouch End revolves around The Broadway, a shopping area bursting with trendy boutiques and cafés catering for local foodies and Guardian readers. It comes as no surprise, then, that one independent retailer is fast creating a foodies' paradise there. But it's not a specialist health food shop or delicatessen - it's a Budgens store. Owned and run by Andrew Thornton, it is a good example of how parent company Musgrave Budgens Londis is changing to meet the needs of individual communities. He took over the Crouch End store last October and MBL is aiming to convert the chain into a pure franchise operation by the end of the year. Being independent has allowed Thornton to tailor the store to the needs of Crouch End's demanding shoppers, who he says include "celebrities, journalists and lots of influential people". They have raved over the store's slick black flooring, funky lighting and elaborate fruit and vegetable displays, he says, and a monthly newsletter emailed to customers has prompted comment from delighted shoppers. "I received one response from a customer who said the store was weaning her off her weekly trek to a Tesco five or six miles away," he says. "This means we're getting the message through to customers that they don't have to leave Crouch End to do their shopping anymore." The Crouch End store also competes with a much closer Tesco Express just next door, but Thornton doesn't feel threatened. He says his store can offer items his larger rivals struggle to, such as local sourcing, as well as offering the personal touch. As such, the Crouch End store sells as much local food as possible and flags up any products that are sourced within a 100-mile radius. Its "most local" product is bread, which comes from a Dunns Bakery 50m down the road, while its muesli travels a mere half mile. Its sandwich bar serves salads and sandwiches made from local ingredients. The store also boasts a Juice of the Loose smoothie bar, a dispenser that allows customers to pour their own cooking oils, a section supplied by frozen ready meals retailer Cook, and a cheese counter by cheese specialist Paxton and Whitfield. Plans are under way to improve the offer, with an even greater focus on fresh produce and flowers. As well as considering putting a breakfast bar at the front of the store, Thornton is also looking to extend his delivery service. He says that average basket spend is £8, but this is limited by how much people can carry per trip rather than how much they are willing to spend. Thornton has also tuned in to the environmental concerns of his shoppers. As well as encouraging shoppers to purchase a 'bag for life' in June he launched a Pennies for Plastic Appeal in a bid to change customers' shopping habits and cut the use of plastic bags. For every bag a customer reuses, the shop donates one pence towards building a theatre stage for a local school. Thornton has drafted in the help of actors Phil Davis (Quadrophenia) and Eve Matheson (May to December), regular customers, to back the appeal. Specialist delicatessens eat your heart out. n

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