Coles opens ‘tailor made’ store for St Kilda locals

Coles has opened its new Coles Local in St Kilda, Victoria.

According to the retailer, the new store features a “living herb wall”, the largest range of vegan and vegetarian products in the country, a pick-and-mix bar just for dogs, and a pineapple coring machine.

It is also home to a “deconstructed meal kit station” which will help customers create custom made dinners that can be prepared in 30 minutes or less.

Coles says it conducted extensive research into the needs of local St Kilda shoppers. They wanted more convenience at mealtimes, healthy meal options and expressed a love of their furry friends. They are overwhelmingly aged between 20 and 35 and don’t fit the typical nine-to-five working mould.

Coles CEO Steven Cain says the new store’s offer has been specifically tailored to meet the needs of customers in the local community.

“We are committed to provide the very best food and drink solutions to our customers and this store in St Kilda has been designed to appeal to the interests and lifestyles of local residents,” Mr Cain said.

“Our offering delivers locally-sourced speciality products that help customers lead healthier and happier lives, allowing them to balance work, life and play in their busy schedules.

“Customers can grab breakfast on the way to work, enjoy lunch between meetings and have dinner on the table without sacrificing time with family and friends.”

A closer look at the offering

The expanded convenience offering includes southeast Asian flavours from Roll’d, sushi from Sushi Sushi and fresh salads and meals from local favourite, Foxes Den.

The St Kilda store also features a range of tailored produce including:

  • Small-batch, natural and organic nut butters from 99th Monkey.
  • All-natural sodas and mixers from Carlton-based craft drink maker Strangelove.
  • Pastries from traditional French bakery Noisette.
  • A range of premium treats and gifts from artisan chocolatiers Melbourne Cocoa.
  • A selection of meats from “cult restaurateur” Andrew McConnell’s butchery range Meatsmith.

Locally based DC Specialty Coffee Roasters have created a specialty ‘St Kilda’ blend of coffee, only available at Coles Local St Kilda. The blend features coffees from Armenia, Colombia and Brazil with notes of vanilla, almond, dark chocolate and toffee apple.

The options for self-serve also extends to dogs, with a pick-and-mix selection of dog treats.

The team

Coles Local St Kilda will employ 94 team members, including 55 who are new to Coles and 16 starting their first job.

Keeping it local, two-thirds of the new team members live within 5km of the store.

‘Social inclusion’

Customer research showed that ‘social inclusion’ is very important to St Kilda locals.

Coles Local St Kilda will join more than 780 Coles supermarkets in donating unsold edible food to food rescue charity SecondBite.

The store will also donate food and raise funds for local aid organisation Sacred Heart, where Coles Local team members have volunteered their time to help prepare meals for locals in need.

Other store features

Customers, according to Coles, will notice a distinctly St Kilda feel when they walk in the door of the new store, with murals from Melbourne-based illustrator and designer Sasha Heath depicting familiar St Kilda scenes including Luna Park and the Number 96 tram.

The store also features improved sustainability measures. This includes doors on all fridges to reduce energy use, as well as a zero-food waste policy under which unsold food that cannot be donated is diverted to organic composting and green energy generation.

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