Asda has opened its first premium ‘Extra Special’ convenience store, offering EG owned food-to-go brands, along with LEON and Greggs products.
The store, which is located on EG Group’s Oxford Road forecourt in Beaconsfield, marks the first-time operator EG Group has collaborated with Asda to trial a ‘premium’ format, with products from its franchise partners.
These include an “extensive” selection of fresh and chilled ‘Extra Special’ products, as well as ready meals, beers, wines and spirits.
The Buckinghamshire site will also stock a selection of dishes created by celebrity chef, Gino D’Acampo, including his ‘Mamma’s’ lasagne and “classic” Italian recipes such as aubergine parmigiana.
A second premium AOTM store will launch in Hartlebury before the end of the year, with five further locations set to receive an extended range of Extra Special products as the brand celebrates its 20th anniversary.
Derek Lawlor, chief merchandising officer at Asda, said: “We know that customers want great quality that is easily accessible and great value – so we’re delighted to be able to launch our first ever ‘Extra Special’ Asda On the Move store in Beaconsfield.
“Customers visiting the store will find everything you would expect to be able to pick up in a forecourt grocery location, along with a wide range of premium ‘Extra Special’ options across chilled meals, fresh ingredients and a specially selected range of beverages.”
He added: “The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers, with like for like sales in this category up by more than 20% in Q2 compared to the same period in 2019.”