“Consumer research has shown us that customers are looking for more fresh food options to meet their on-the-go needs. They also want a one-stop shop for food and fuel, and Sobeys express meets those customer needs in a larger and brighter store,” remarked Valerie Ryan, vice president of convenience and fuel for Sobeys Atlantic. “Sobeys express will carry a broader assortment of traditional convenience items; however, the new format will focus on the customer looking for a fresher alternative.”
The Sobeys express store, inspired by Sobeys’ IGA express banner in Quebec, offers customers fresh, healthy alternatives to traditional convenience store snacks and meal ideas. With a selection of 14 signature and all-butter croissant sandwiches, Sensations by Compliments hot soups in three different sizes, and cookies and baguettes baked fresh daily in-store, customers will taste the same quality and freshness they experience at their local Sobeys and Foodland stores.
“Sobeys express is a new concept for convenience shopping in Atlantic Canada,” added Ryan. “Rotisserie chickens and freshly made salads aren’t your typical convenience store fare but, based on our customer research, we know customers want better choices when they are on the go, and Sobeys express stores will set us apart from the traditional convenience retailers in this regard.”
Appealing to travellers, the meal deal featuring a sandwich, drink and snack will reward customers with two cents off per liter on a subsequent fuel purchase at Fast Fuel and Shell locations across Atlantic Canada. To complete the offer, Sobeys express customers will receive Air Miles reward miles on purchases made in-store and at the pump.
“As we continue on our journey to help Canadians eat better, feel better and do better, we understand how important it is to offer a better-for-you option for our convenience customers,” said Peter Doucette, general manager at Sobeys Atlantic. “They want better food choices when they are on the go, and Sobeys express will provide them with exactly that.”
Sobeys, headquartered here, has been serving the food shopping needs of Canadians for 108 years. A wholly owned subsidiary of Empire Co., Sobeys owns or franchises approximately 1,500 stores in all 10 provinces as well as more than 350 retail fuel locations.