Many South Africans are rather fussy about where they shop, and they wouldn’t be caught dead in a Checkers for fear of running into somebody they know.

You don’t want everyone at the next Kundalini yoga class talking, darling.

Well, Checkers wants to change that perception, and they’re now actively targeting South Africa’s wealthier clientele.

Whilst publishing its operational update for the year ending 30 June 2019, which showed an increase in total turnover by 3,2% to approximately R150,6 billion, Shoprite also spoke about the “accelerated rollout of [their] new FreshX concept stores”, which are showing “exceptional performance”.

More details below from BusinessTech:

First launched at Johannesburg’s Mall of Africa in 2017, the FreshX concept stores have now been rolled out to a number of Checkers locations including Canal Walk and Fourways.

The concept stores were introduced by Checkers as a way for the company to gain market share among more affluent South Africans, with the idea proving so popular that the group now plans to revamp at least a third of its Checkers stores to the new look in the medium term.

Unlike traditional Checkers stores, the FreshX concept stores feature more upmarket furniture and signage – including benches and tables for customers to test samples.

The stores still include the deli, cheese and wine sections seen in traditional Checkers stores, but the selection on offer is greatly increased and presented in a more modern way.

Watch out, Woolies.

In a Business Insider piece back in May, a Shoprite spokesperson said that 20 stores had already been converted, and another 60 stores would follow.

I wonder if Checkers will soon start copying local designers, without giving them credit.

Anybody who wants to challenge Woolies’ dominance in the higher-end food market is going to have to put on quite a show, but good luck to Checkers.

[source:businesstech]