First look: Asda On The Move, Extra Special, Holtspur

As the roll-out of the Asda On The Move convenience format moves up a gear, with the aim of reaching 28 sites by the end of 2021, the conversion of the store on Euro Garages’ Holtspur forecourt near Beaconsfield is the first to showcase a premium variant relevant to more affluent catchments.

Using Asda ‘Extra Special’ brand to elevate both store and range

Incorporating the identity of Asda’s ‘Extra Special’ private label range in its branding the store mixes the quality cues of that top tier range with a sophisticated interior store fit and lighting, to create an attractive environment to appeal to both motorists and local residents. Lines from the ‘Extra Special’ range are featured prominently in food categories across the store, providing a strong complementary premium visual impact and a specific point of differentiation within the forecourt sector.

      

Strengths in traditional core forecourt categories

As you would expect of a forecourt site, Asda On The Move, Holtspur delivers extensive impulse and on-the-go ranges to meet the daily needs of motorists; largely accessible at the front of the store to ensure a rapid shopping experience. In food-to-go, along with a curated range of pre-packed sandwiches and salads, the Greggs and (soon to open) Leon inserts, offering fresh prepared hot food, add a significant level of credibility and choice to the lunchtime offer. This Leon unit will be the first to open inside a forecourt store, an important trial for a future roll-out into other EG stores following its acquisition back in April.

      

Targeting bigger baskets and ‘evening meal spend’

While fuel remains a central element of the offer, with the site including 10 fuelling stations, the provision of up to 20 additional parking spaces makes the store a highly convenient destination for a wide range of shopping missions and its broad range provides scope for significant top-up and incremental spending. ‘Food for later’ options are underpinned by prepared foods from the ‘Extra Special’ range, such as pizzas, supplemented with ‘from scratch’ options in areas like fresh meat and produce. The premium credentials of the ready meal offer are also supported by the inclusion of a selection of Gino D’Acampo prepared pasta dishes recently launched into the wider Asda business.

Alcohol, another first for an EG forecourt

Providing another key, incremental component to the ‘evening meal’ basket, the compact alcohol range offers a suitable accompaniment for shoppers’ dinner choices. In addition to the beers and wines on open shelves bigger ticket lines, such as spirits and champagne, are stocked behind the counter at the kiosk, which is also the focus for the vaping range offering products for a number of leading brands. The inclusion of alcohol here is a first for an EG, a retailer that has avoided the category in the past, maintaining a bigger focus on the food-for-now opportunity.