Safeway caters for ‘time poor’ in local store

Safeway is re-opening its store on London’s King’s Road next month, using a one-off format designed to cater specifically for the needs of local consumers.

The refit has been designed by architect The Hancock Ward Company in conjunction with supermarket staff.

The 650sqm store will focus on the requirements of “time-poor” customers, with the ready food section doubling in size.

The fresh fruit and vegetable department is increasing in size by 50 per cent, while space for wines is expanding by a third. Externally the frontage and signage have also been modified.

A Safeway spokesman says the change in design and product selection reflect wider social changes. “Society has moved on somewhat since the last refit in 1990. We are catering for the time-poor, as people in the local area are more interested in putting something in the microwave than preparing a big meal,” he explains.

The Hancock Ward Company director Mick Holmes says the aim was to also “make the store look bigger for customer perception. We have revamped the ceilings and interior bulkheads. There will also be new express checkouts and wider aisles.”