The first ‘Swift’ branch opened in a high-footfall area in Newcastle’s Longbenton, in a former Iceland unit. “Our last ‘one-store trial’ of a new store format was The Food Warehouse in 2014 and we now have 140 stores,” said Iceland MD Richard Walker
Iceland has somehow taken an existing store with a sales area of just 1,700 sq ft and doubled the number of lines to 3,000. There are now three aisles, where previously there were two.
Swift’s buzzwords are ‘fast, fresh, local’, says Iceland, so fresh produce is prominent. It’s clear Swift is not to be pigeonholed as a frozen food shop. Iceland says it offers the full spectrum of grocery.
Space is of course a premium, and to fit those 3,000 lines in, Iceland has had to consider how to use every square foot. Hence the upright chiller cabinets on every wall.
Food for now or later today is an important element of the new proposition.
Food for now or later today is an important element of the new proposition.
Iceland already has Bargain Booze concessions in The Food Warehouse, supplied by Bestway. The Grocer understands the same wholesaler is behind Swift’s not-insubstantial BWS range.
The store has gained space-saving kiosk-style checkouts, typical of c-stores, along with two self-checkouts. Paper bags-for-life bear the new format’s catchwords.
The area has been chosen for its high footfall, with a Metro station nearby.