Freshstop The long and winding road
Fruit & Veg City’s Freshstop has just opened its 300th forecourt store, a good enough milestone as any at which to take stock and in itself a heck of an achievement. The partnership with Chevron kicked off ten years ago now, would you believe it, and with a new focus on logistics, distribution, and IT support, they are planning for accelerated growth in the coming years. They’re also looking at extending their offering across the economic spectrum. One of the signature features of the Freshstop offering is its plethora, if that’s the word, of in-house food service brands, including Crispy Chicken, Grill to Go, Hooked On fish and chips, Hot Dog Bar, Africaz, and Seattle Coffee, that serve as little stores-within-a-store to expand the choices for South Africa’s hungry travellers and enhance the customer experience. Freshstop is of course not without its competitors, which include Pick n Pay Expresses, Woolworths Foodstops and Spar Expresses. Undeterred, they’re planning to double turnover to R4bn and add another 100 stores in the next four years.
Comment: There are few places left for expansive growth in South African retail. FVC cannily identified one, and have built a great business there.