Winner: Asda Strabane

Store manager: Michael McFadden

Opened: 2007

Size: 52,000 sq

Market share: 79%

Nearest rivals:

Tesco (13 miles)

Sainsbury’s (14 miles)

Store data source: Analysis by CACI.

Call the market planning group on 020 7602 6000 

How were sales over Easter? Easter was strong. It was a good trading week for us; we traded well compared with last year. I think the £5 off a £40 shop promotion and the 10% APG really encourages customers to shop with us. We are so competitive on price and people trust that. It makes them want to shop with us.

How were sales of Easter eggs? They went very well. We had a range of £1 eggs and a three for £10 deal on the larger eggs.

What else is selling well? Fish is going extremely well. We launched a big campaign recently to promote fish and it’s working really nicely. We are selling twice as much sh as we did this time last year as a result of the push.

How about alcohol? Do you think the new minimum pricing proposals will have an impact on Asda? The main deal we have is three for £10 on bottles of wine, which is always very popular. If the proposals become legislation then multibuys like that will have to go. But they are still talking about it at the moment so we will have to wait and see how it will affect everyone.

You are close to the border and accept both euros and pounds. Does that present any complications? We get a lot of people coming across the border to shop, maybe one in four of our shoppers. Our tills can give them a price for euros or pounds so it’s very simple.

What is the toughest thing about your job? I think it ties in with the most enjoyable thing, which is that no two days are the same. It is fun but it’s also a challenge. We also need vigilant security because of the added potential for shoplifting because we are a 24-hour store.

What is your favourite thing about the store? We have great colleagues and great managers. I have been here for two years and we have a great base of colleagues. They are the backbone of the store, the driving force behind it. Winning this awards this week is a big success for the store.

Michael McFadden was talking to James Halliwell 

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