Asda opens first premium convenience store with EG Group
Plans to open an additional 28 Asda On the Move sites in the coming months.
Asda has officially opened its first premium ‘Extra Special’ convenience store offering motorists the opportunity to shop the supermarket’s deluxe product range at an EG Group site.
The store, which is located on EG Group’s Oxford Road forecourt in Beaconsfield, Buckinghamshire, stocks 2,500 products including a large selection of Asda’s premium range products. These include an extensive selection of fresh and chilled ‘Extra Special’ products, as well as ready meals and beers, wines and spirits, offering great value and quality compared with rival forecourt grocery formats.
“The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers, with like for like sales in this category up by more than 20% in Q2 compared to the same period in 2019,” said Derek Lawlor, Chief Merchandising Officer at Asda.
Asda previously announced it would open a further 28 AOTM sites with EG Group in the coming months before extending to 200 locations in 2022, as the supermarket enters into the convenience market in partnership with EG for the first time and executes its strategy of bringing Asda products to existing and new customers in more convenient locations. The first three AOTM stores opened in the Midlands in October 2020.
The launch of the Beaconsfield store marks the first-time operator EG Group has collaborated with Asda to trial a ‘premium’ format, with EG owned food-to-go brands and franchise partners such as LEON and Greggs providing a wide range of products in store.
