Co-op Wholesale has opened its first of eight stores with Roadchef.
The new store at Roadchef Norton Canes, Staffordshire, opened last week and is the first step in a phased launch of former Spar-branded sites being transformed into Co-op destinations.
It marks the public unveiling of the ‘Norton Canes & Co-op’ partnership – the wholesaler’s newest fascia identity, which represents a co-created retail partnership for select partners to further leverage the Co-op brand.
The ‘& Co-op’ concept is also being trialled with Highland Group and both retailer and shopper analysis will be used to shape the proposition further, said the wholesaler.
The new store has been carefully tailored to meet the needs of high-footfall motorway service locations and features Co-op’s own brand range, including food to go and food for later products.
It serves bakery products, with the full in store bakery range being available from the summer.
The wholesaler will be rolling out self-checkouts and digital innovations in a bid to “ensure a quick and seamless shopping experience”.
Commenting on the partnership, Katie Secretan, managing director for Co-op Wholesale, said: “This is more than just a supply agreement- it marks the start of a long-term partnership. Through this collaboration, Roadchef can harness the strength of our iconic Co-op brand, to deliver a truly compelling convenience offer to millions of travellers across the UK, allowing them to shoulder with the other big names on the motorway.
“Through our flexible model we’ve been able to create a unique offer that meets the needs of their customers. Together we’ll continue to evolve our range and formats to suit each location, drawing on our shared expertise.”
Tim Gittins, chief executive officer of Roadchef, said: “Our customers expect choice, value, and convenience when they stop at our service areas, and our partnership with Co-op Wholesale helps us deliver just that. The & Co-op proposition is a perfect fit for our sites and aligns with our ambition to elevate the retail experience across our estate.”
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