Co-op Group has axed its standalone On The Go operation, closing all five micro-stores as it focuses on expanding the concept within its existing convenience estate.
The society first launched the micro-store concept on 31 July last year in Solihull, showcasing a range of food and drink to-go options catering different parts of the day.
These included breakfast meal boxes, a lunchtime deli selection, and Co-op’s Irresistible pizzas cooked in-store on demand.
The launch marked a departure from its traditional convenience store format as it sought to take on the foodservice sector.
Co-op proceeded to open four more in Altrincham, Kingston upon Thames, Aylesbury and Chelmsford, with each store ranging from 600 sq ft to 1,000 sq ft, open from 7am to 7pm, and featuring ‘On The Go’ signage.
In December, Co-op also fitted elements of the on-the-go concept into five existing convenience stores – located across Leeds, Yorkshire and London – alongside its wider grocery offer.
It had plans to launch 15 variations of the concept by the end of last year, either standalone or as retro-fitted sites, and several hundred more by 2028.
Co-op has now confirmed it had taken the decision to close the five standalone locations following a review of their longer-term viability. The sites closed in August.
It did, however, find the concept worked best as the integrated format within its existing convenience stores.
The convenience retailer will therefore continue to operate the concept within the five retro-fitted sites and is seeking more stores to integrate it this way.
Co-op said its on-the-go offer was central to its convenience strategy.
“Innovation in convenience is a core focus at Co-op and the programme was centred on launching and learning at pace,” a Co-op spokesman told The Grocer.
“Where we have retro-fitted the new concept into our existing stores, we see strong, successful and sustainable opportunities to further elevate and grow the new proposition, combining breakfast, lunch and dinner on the go alongside the convenience of Co-op’s broader grocery range in existing high foot-traffic locations.”
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