The FreshStop South Africa chain of about 235 units, owned by Fruit & Veg City, recently
debuted a flagship store at a Caltex station on the N2 commuter highway in Caledon, in the Western Cape. At roughly 4,300 square feet, the flagship store also marks FreshStop’s largest unit in South Africa to date.
The store is intended to be a showcase of all FreshStop’s foodservice offerings, and features such proprietary food and beverage platforms as Crispy Chicken, Pitstop Cafe, Grill to Go, Angelberry (frozen yogurt), Seattle Coffee and Doughnut Delite. The store emphasizes healthy selections as well, including a Biltong Bar (South African dried meats), Juice Bar, Panini Bar and a "We Love Health" grocery display.
The flagship site also houses the chain’s inaugural FreshStop Diner—a dining area modeled after a contemporary American diner with amenities such as free Wi-Fi and charging stations. It also features an adjoining outdoor kid’s playground and exercise and pet area.
FreshStop views the diner as a new strategic direction for the chain and plans to launch additional units featuring the concept at high fueling locations in the future.
Rounding out the flagship’s offerings are an expanded range of on-the-go medical and health products, as well as household essentials.