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New-look Costcutter Puts Emphasis on Food-to-Go

Costcutter Supermarkets Group has launched its third Costcutter pilot store as part of the rollout of its sector defining Shopper First programme. The all new store in Kirton, Lincolnshire, is one of several pilots.

Located in the Lincolnshire village of Kirton, the 1,900 sq.ft store underwent a £150,000 transformation, and is run by long-standing Costcutter retailers, Manjula and her daughter Suenita Keshwara.

The transformation saw a new focus being placed on providing shoppers with a leading food to go offer with the introduction of a new dedicated 2.7m food-to-go section, featuring a full bean to cup Tchibo coffee machine; Rollover hotdogs; Slush Puppies; Country Choice hot foods, sweets and savouries; plus a range of meal deals. In addition, store owners Manjula and Suenita have partnered with local food producers for their meat, fruit and vegetables, bread and flowers.

Commenting on the new look store, owner Suenita Keshwara said: “The new Costcutter brand is a really exciting proposition that will enable us to better connect with our shoppers and drive footfall. The shopper insights have been crucial, enabling us to create an offering that will better meet our shoppers’ needs. The store has been designed to meet the needs of the local community and to offer not just the products they want, but a fantastic shopping experience.”

She added: “The store is positioned within a village on a busy main road so introducing a strong food to go offer will enable us to better appeal to the needs of the passing customers and create another opportunity to grow sales.”

Shopper First, the company’s brand transformation initiative to drive retailer sales growth and give retailers access to detailed shopper profile information, brings together new brand and store design and follows the most in-depth study of shoppers in the company’s 30 year history.

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