GERMANY: Rewe group expanding in convenience | Progresiv

Following on from a successful trial with Aral last year, Rewe Group in Germany has announced it will be rolling out its Rewe to go stores in Aral gas stations.

Aral is the largest petrol station chain in Germany with 2,500 gas stations. The two companies plan to convert 1,000 gas stations into Rewe's convenience format, Rewe to go. The initial trial involved 10 Aral gas stations and turnover significantly increased at the stations during the trial, with higher numbers of customers visiting, as well as a higher average spend per customer.

The stores will stock around 1,200 SKU's, which will include the usual everyday items stocked at gas stations, such as bread, milk, pasta and cereals. It will also offer a large range of food-to-go items (both hot and cold) including sandwiches, chicken, sushi, salads, soups and desserts. There will also be a small selection of fresh meat, fruit and vegetables, making the offer significantly bigger than that previously found in gas stations.

Although the products will cost on average a little more than a large supermarket, they will be cheaper than the usual convenience stores. Another attractive factor is the opening hours, as gas stations are open longer hours than standard supermarkets, adding to the convenience appeal.

The timescale for the conversions are spread over the next five years, with 50 stores planned for 2016, and around 200-240 a year for the four following years, showing long term strategic cooperation between the two companies. (www.igd.com)