A R30 million investment in a revamped service station and convenience centre in Alice acknowledges not only the historic university town’s social and economic significance in the Eastern Cape, but also adds another key node to a network of world-class sites serving travellers and communities across the province. The investment in the upgraded FreshStop at Caltex Alice service station had created 70 new jobs and is having a positive economic impact on the town of approximately 15,000 people, providing impetus for further development by other investors.
The FreshStop at Caltex Alice store, which opened on 22 March 2018 at 1 Bridge Street in Alice, has seen an increase in visitors and fuel volumes, far outstripping its performance prior to the renovation and addition of new facilities and services.
The truck-friendly service station offers the full spectrum of Caltex products and services, with four pump islands equipped with the latest fuel technology and designed for optimum access and traffic flow; and the new FreshStop store offers customers a range of fruit and vegetables, a selection of grocery items, a Lavazza coffee offering and ATM facilities.
According to Dave Hogg from FreshStop, “FreshStop at Caltex Alice is our 33rd store to open in the Eastern Cape, which we are very proud of. Opening brand new stores in rural areas comes with unique challenges, especially regarding timeous delivery of materials and stock, but in this partnership our team has proved they can overcome these challenges time and again.”
Shaun Miller of Novate, a company that has invested more than R100-million in Alice to date, said the opening of the new site in time for the Easter holidays had seen record traffic and volumes, and ensured that “FreshStop at Caltex Alice is now known far and wide for great facilities and excellent service”.
Clive Berlyn from CECM said their business strategy to invest in “traditionally under-invested or forgotten areas” of the Eastern Cape, with a vision to provide state-of-the-art facilities and accessible services for residents, businesses and travellers, was shared by its partners in the Alice development.
We wish the team all the best for the opening of this 273rd FreshStop at Caltex Alice store.
FreshStop, named International Convenience Retailer of the Year 2013 and finalist of the 2017 International Convenience Retailer of the Year Award, is South Africa’s fastest growing 24-hour convenience store brand and has a network of 273 stores countrywide.
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Issued by: Byte Media on behalf of: FreshStop