Eastcote – helping us grow our business

Last week we opened our first franchise pilot store, at Eastcote, London.

The store, one of seven franchise convenience store pilots with independent petrol operator MRH, will ‘look, feel and smell like a Co-op’, while being run day-to-day by partner colleagues with our support.

Anna Coules, MRH’s Marketing Director, said:

“Our latest petrol station, which features a fantastic new Co-op, will offer motorists the very best in convenience – giving them the chance to top up their vehicles and shop for great quality food at the same time.”

Eastcote colleagues

“The whole team is excited to be involved in the launch of this brand new petrol station store,” said Martin Rogers, our Head of New Channels. “Developing a bespoke Co-op franchise model has been a real partnership approach from the start,” he added, “from how the store looks, to how our partner colleagues will deliver our brand and bring our Co-op difference to life.”

The new store, and the six Franchise pilot stores that follow, will work closely with buddy stores and field managers, and the team at Support Centre, to deliver our Co-op brand – guided by seven newly-created Co-op franchise brand standards, including Safe and Secure, Being Co-op, Service Rocks, and Membership and Community.

“We’re looking forward to serving the community in Eastcote and learning more about the local causes we can support,” added Martin. “Our ambition is to establish the Co-op store as a local hub, a real asset for the community. This is all about a capital-light extension of our brand and membership proposition. Indeed, in the first four days of trade we’ve signed up over 200 new members!”

Eastcote customers

The franchise trial programme is one of the new ways we’re looking at to broaden access to Co-op products and grow our business. Franchise trials complement our recently announced McColl’s store trials by testing new customers’ reactions to our Co-op products.