FreshStop at Caltex, the largest and fastest growing convenience store retail brand in South Africa, opened its 275th store on 17 May in St Lucia, KwaZulu-Natal.
Situated in Pelikaan Street, the new FreshStop St Lucia takes the form of a ‘small format’ store. This is a new concept recently introduced by FreshStop specifically designed for small towns and more rural areas, providing customers in more remote areas with the opportunity to experience the best in convenience retail through the FreshStop product offering.
Wit h a range of fresh fruit and vegetables, a selection of grocery items and a Grab n Go section for fresh sandwiches, freshly-baked pies, muffins and snacks, FreshStop St Lucia offers customers convenience and quality. Great importance is placed on supplying customers’ needs and, as a result, the St Lucia store caters specifically for its target market. FreshStop does not believe in a one-size-fits-all approach.
“It’s important to us that we offer our customers a worthwhile shopping experience and so we provide a number of products that previously weren’t available in St Lucia, and we are also the only 24-hour convenience store in the area,” says Store Retailer, Antonia Candeias.
The fuel forecourt, which has changed from Total to Caltex, was included in the revamp and features a new canopy, new fuel dispensers and the latest 20/20 Caltex imagery.
FreshStop has seen phenomenal growth since it opened its first store in Mitchells Plain in 2009. Brought about by an alliance between Food Lover’s Market and Chevron, the stores have totally reinvented the convenience food retail market. Further alliances with Seattle Coffee, Aramex, GloCell, Pargo and Standard Bank’s UCount Rewards have added to this success. Statistics show that after converting to a FreshStop store, franchisees experience a 60% growth in profits on the retail side, and an 8-12% growth in fuel volume.
FreshStop’s phenomenal growth has also positively impacted the unemployment sector with the creation of over 2,400 jobs since 2009. According to Antonia, this has been the case in St Lucia, “We have employed 22 new staff members, all of whom were previously unemployed members of the St Lucia community.”
FreshStop continues to grow from strength to strength and the opening of FreshStop St Lucia, the 275th FreshStop store, is evidence of this. Congratulations to Wayne and Antonia and welcome to the FreshStop family.
FreshStop, named International Convenience Retailer of the Year 2013 and finalist of the 2017 & 2018 International Convenience Retailer of the Year Award, is South Africa’s fastest growing 24-hour convenience store brand and has a network of 275 stores countrywide.
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Issued by: Byte Media on behalf of: FreshStop