Foodstuffs has launched a new small-format grocery brand linked to its existing New World offering called Fresh Collective by New World. The store first store at 10a Constellation Drive on Auckland’s North Shore reopened with its new look on July 4.
First, the small Mairangi Bay supermarket was a Nosh, then it became a New World when it joined the Foodstuffs North Island co-operative in May. It has been operating under a temporary New World banner since then, but is now Auckland's first Fresh Collective by New World.
Fresh Collective by New World is a new small-format grocery brand which offers additional amenities such as an in-house barista. It also allows customers to order fresh smoothies; grab some sushi; choose a meal kit for dinner tonight or pick up some premium cuts from the in-house butcher. Customers can also get their everyday, food-focused top-up grocery needs.
“For some time now, we’ve been analysing what we offer our urban customers,” Foodstuffs North Island CEO Chris Quin says.
“The store has fresh food at its heart, with an extensive deli counter, a full specialty cheese range and an extensive range of fresh fruit and vegetables. It brings the best of what New World offers to a small, local store.”
“Fresh Collective by New World also has your everyday grocery needs, so that you can top up with the basics at the same time,” he says.
“We’ve been working on this concept for some time. We created a prototype of what a Fresh Collective experience would look like, which allowed everyone involved to walk around inside it and comment on the design and customer flow. That was a first for us, and we found it a really useful, creative part of the process. To be able to pick up the deli counter and move it to another position, or make an aisle a little wider, was really helpful.”
The next Fresh Collective by New World store will open in Mt Albert in the coming weeks. The Alberton Four Square store has been closed since June 20 while the refurbishment work takes place.
“We are looking at other urban areas in the North Island where Fresh Collective by New World will suit our customers’ needs," says Quin.