Asda On the Move Livingston 2

Source: Asda

The supermarket giant put the delay in the rollout process down to technological and operational challenges 

Asda is set to fall short of its 200 ‘On The Move’ store target by the end of 2022 by over 100 sites, The Grocer has learned.

The Issa brothers-owned supermarket giant put the delay in the rollout process down to operational difficulties within the planning process and building and refitting of new sites, as well as technological challenges that came with the old systems used with Walmart.

It laid out the figure in its Q2 trading update last September. However, it currently has 65 Asda On The Move sites on EG Group forecourts, with a further three stores launching in Scotland and Dorset over the coming weeks. It has opened approximately one new site every two weeks throughout 2022.

“We have now opened 65 Asda On the Move stores and have been very encouraged by the positive customer response and we look forward to continuing the roll out of this format across the rest of EG’s UK forecourt network,” said an EG Group spokesman.

“Asda On the Move stores are typically located alongside EG’s foodservice proposition, including proprietary brands and third-party branded offerings. With more than 1,300 branded and Asda own-label products, Asda On the Move offers great value and quality in a modern and welcoming store environment on EG Group-staffed, owned and operated fuel forecourt sites.

“EG continues to work closely with Asda to evolve the Asda On the Move format – and we are pleased that since the spring we have significantly increased our rate of store openings. We look forward to opening further Asda On the Move stores – making the supermarket’s fantastic products accessible to more new and existing customers in convenient neighbourhood and roadside locations, complementing EG’s popular proposition.”

An Asda spokesman added: “We have opened an average of one Asda on The Move store every two weeks this year, creating more opportunities for customers to shop for Asda products in convenient roadside and neighbourhood locations. We are continuing to work closely with colleagues at EG Group to roll out this new format to more of its forecourts.”

It comes as Asda announced plans to launch its own standalone convenience format under a new Asda Express brand last month. The first two stores will open at Sutton Coldfield on 8 November and Tottenham Hale, London, on 6 December, with plans for another 30 sites, creating about 500 new roles, next year.

It has also just completed the acquisition of 132 forecourts and retail sites from The Co-op as it further bolsters its convenience and wholesale ambitions.