South Africa's leading c-store FreshStop opens 200th site
South African convenience retailer FreshStop has opened their 200th store in Limpopo, sealing their position as market leaders.
FreshStop has enjoyed huge success since South African fuel retailers Caltex, a Chevron subsidiary, and Fruit & Veg City joined forces to roll out a new 24-hour c-store chain in 2009.
“We are the leading convenience store retailer in South Africa as a result of a clear growth strategy in place since we opened our first franchise store in 2009,” said Joe Boyle, Director of FreshStop.
“We have since opened an average of more than 30 stores a year. FreshStop at Caltex has also achieved international recognition, which has made all the hard work worthwhile,” he added.
In 2013, FreshStop was awarded the International Convenience Store Retailer of the Year Award at the 15th Insight NACS International Convenience Retail Awards that took place in London.
“The concept remains a key strategic initiative and differentiator for our Caltex Brand. Our continued emphasis on expanding the number of sites recognizes the value and contribution FreshStop brings to our customers,” said Martin Donohue, CEO of Chevron South Africa.
FreshStop established partnerships with international brands in order to improve their services and brand reputation. In an effort to dominate the stop & go coffee market, they partnered with Seattle Coffee Company.
By the end of 2013 the c-store chain also introduced its own new in-house fast food brand, Crispy Chicken.
