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STORE PROFILE Quality coffee is a hit. Drakes Supermarkets Director John-Paul Drake. “The message that comes through all the time is that people are happy to pay for the right product. “Yeah, and I do concede we’re a supermarket and that people want things cheap. It felt that the price barrier for a prepared meal was $10, yet the fact remains that the store has elicited a great response, with customers flocking in.” Mr Drake says the chain’s strategy is to “surprise and delight” by not over- promising to customers beforehand. “Even though there’s a big tug of war between online and bricks and mortar, our store’s a winner because of the sheer range of fresh foods and prepared meals on offer.” He points out that some previously rolled out Drakes stores have also managed this balance of quick food that can either be eaten immediately or saved for supper at the table. “So, providing a food destination is important for us in the form of a kitchen, salad bar and deli,” Mr Drake said. “Our deli is huge, which is different to Coles and Woolworths, which aren’t going for the big delis anymore. They’re going for small delis with pre-packs that tell customers what they want. That’s not our style. “Don’t get me wrong, though, as there’s a time for pre-packed, because it’s nice to have things in the fridge for a later date, but if I have freshly shaved ham, I want to eat it within a few days after purchase.” The store has 20,000 SKUs and features the new ‘value brand’ the chain has recently introduced, exclusive to Drakes. This has taken off extremely well, Mr Drake says. “We’re not hiding from our quest to be the house of brands,” he said. “That is, to be at the forefront of having brands that people love and trust.” As to sustainability, the store has its own recyclable packaging though its kitchen to its fruit and vegetable section. “We’d like as many of our products as possible to be compostable, and in line with that we have many initiatives – such as recently ditching our foam meat trays for recyclable ones, which has caused some internal issues as people like meat on black trays and not clear ones,” Mr Drake said. He says the Drakes group’s progress this year has been achieved despite the effects of the pandemic, with a $125 million warehouse recently opened and more stores planned to be built. “The reality is that Covid-19 has been good to us as, during this time, we’ve been fortunate to be in the food game,” he said. “For the future, we’re looking for more acquisitions with more greenfield starts on the cards.” The Little Kitchen offers ready meals and a salad bar. NOV, 2020 RETAIL WORLD 17