Safeway C-Stores

Let's dream bigger is better

In collaboration with Safeway’s store development and marketing team, we designed and implemented convenience food environments for two key locations: the 30,000 sq. ft. store at St. Katharine’s Dock and the 11,500 sq. ft. store on High Street Kensington. Safeway aimed to tap into the growing demand for home meal replacements and top-up shopping for London’s busy convenience shoppers, with a focus on reinforcing their "fresh fast food" credentials. These store locations were perfect for offering a convenient, fresh food experience. By expanding the store footprint and enhancing fresh food departments, Safeway saw a significant sales increase of 20% to 30% week over week. The average basket size grew from £6.00 for 28,000 customers to £9.00 for 35,000 customers per week.

Consumers now expect more from their retailers, such as health-conscious options, personalized choices, on-the-go consumption, and premium convenience products. To meet these expectations, the store format was designed around four distinct zones: "Fresh to Go," Personal Indulgence, Everyday Essentials, and Browser, each with its own unique atmosphere. The "Fresh to Go" sub-brand occupies 25% of the store, featuring fresh perishables, Hot Wok, Pasta, Hot Rotisserie, fresh Pizza, a Sandwich Bar, and a Patisserie and Bakery. The store offers high-quality, freshly prepared meals, catering to both home meal replacement and on-the-go food needs.

Overall, Safeway’s convenience store format aims to blend fresh, high-quality food offerings with an accessible and pleasant shopping environment, addressing the needs of busy customers who seek both convenience and quality.