Asda announced it is opening its first two of 30-plus Asda Express stores in Sutton Coldfield and Tottenham Hale, each of which will offer a range of more than 3,000 items.
With the launch of all of the new branded stores, Asda says it will be hiring 500 people as it tests out the smaller models in hopes of what it says can help it rise to No. 2 in the nation among all supermarket. Though Tesco has had a stranglehold on the No. 1 position, fast-charging discounters Aldi and Lidl have both moved up the charts in challenging the sector to get more creative and more cost-effective in the eyes of consumers.
“The launch of our first two Asda Express convenience stores is a landmark moment for our great business and a key step on our journey to bring Asda to more customers in more communities right across the UK,” Mohsin Issa, Asda’s co-owner, said. “The stores have been designed to cater for a broad range of customer needs – whether that’s popping in for a pint of milk, grabbing a spot of lunch on the go, or buying the fresh ingredients to cook dinner from scratch. We’re confident customers will find everything they need in these stores and enjoy the convenience of having a new type of Asda store on their doorstep. “
The Sutton Coldfield location will be the first one to open on 8 November, while the Tottenham Hale spot in London is scheduled for 6 December.
“I’m delighted to welcome the new colleagues at Sutton Coldfield and Tottenham Hale to the Asda family – leading us on our first steps into this market and am grateful to all the colleagues who have worked with such pace and enthusiasm to bring this vision to life for Asda,” Issa said.
Asda is smartly positioning behind convenience as IGD Market predications show the potential for 13% growth to more than £50bn by 2027. The two new locations, Asda says, “will be purpose-built” catering to neighbourhood shoppers. They can expect to see fresh produce, staple items and premium beer, wines and spirits. But one of the biggest draws will be prepared food-to-go items and a range of £10 meal deals for two. Asda is also planned food delivery services through Uber Eats at some point.
Asda has some experience already with convenience stories from its On the Move sites and are separate from the 132 convenience stores Asda has gained from the Co-op Group.