STELLARTON, Nova Scotia -- Sobeys has unveiled its new convenience-store and gas-station format to customers in Atlantic Canada. In what the company is calling “a fresh take on the traditional convenience offer,” Sobeys Express features on-the-go meal solutions and easy fuel fillups for travelers.
"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," said Valerie Ryan, vice president of convenience and fuel at 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 Inc.'s IGA express banner in Quebec, offers customers fresh, healthy alternatives to traditional convenience-store snacks and meal ideas. It offers 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, similar to what is available at Sobeys and Foodland grocery stores.
"Sobeys Express is a new concept for convenience shopping in Atlantic Canada," said 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 travelers, 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, Sobeys Atlantic. "They want better food choices when they are on the go, and Sobeys Express will provide them with exactly that."
With headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 108 years. A wholly owned subsidiary of Empire Company Ltd., Sobeys owns or franchises approximately 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods and Lawton's Drug Stores, as well as more than 350 retail fuel locations.
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