The Co-operative Food yesterday showed off its new-concept ‘Generation Two’ store in Shoreditch, East London.

The Co-op is conducting 17 Generation Two pilots across the country, with three different formats: top up, shop for today, and food to go.

The Shoreditch store focuses on ‘top-up’, and breaks the traditional rules of convenience retailing by putting fresh food near the back of the store. Cross-merchandising is another feature, while all beers and wines that should be chilled are in chiller cabinets.

The Co-op says like-for-likes at its Generation Two stores are in double-digit growth.

The society revealed plans yesterday to double its c-store estate by opening 150 stores a year. 

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