Asda UK has opened its 150th Asda On the Move store in partnership with EG Group, marking the latest milestone in its ambitious plans to roll out 200 roadside convenience store formats by the end of 2023.
The 150th Asda On The Move store is located at Baynards Green Services in Bicester, Oxfordshire and will be the third Asda On The Move in the local area. The store stocks over 1,300 branded and own-label products to provide a more extensive offering of fresh produce and chilled lines than is traditionally found on fuel forecourts. Operating on a 24-hour basis, the 2,723 sq ft store will also include a Greggs and Leon kiosk.
James Laws, Senior Director of Wholesale & Convenience at Asda, stated that the opening of the 150th Asda On the Move store marks a significant milestone in its ongoing expansion into the convenience market to bring Asda's value and excellent products to more customers across the UK. Through this partnership with EG Group, Asda will be able to cater to rising demand from customers to pick up essentials quickly and conveniently or grab a treat whilst refuelling.
"Convenience is one of the fastest-growing channels in the grocery market. We are increasing our presence in this area to support our long-term ambition to restore Asda to the number two position in UK grocery. We're delighted to bring our modern and welcoming convenience store offering to Baynards Green Services," said Laws.
Junaid Manjra, Head of Convenience Retail at EG Group, added that the business had been very encouraged by customers' response to Asda On the Move, and the launch of this milestone store demonstrates how EG's partnership with Asda was driving further success.
"We're excited to bring another Asda On the Move store to Bicester, where customers will be able to enjoy the supermarket's fresh produce and premium products alongside EG's portfolio of own and popular third-party foodservice brands," shared Manjara.
The Asda On the Move concept was launched in October 2020 to increase the number of customers accessing the supermarket's great value products in convenient roadside and neighbourhood locations. The rapid roll-out will see a further 50 Asda on The Move stores open by the end of the year.
Stocking up to 2,500 branded and Asda-own label products, the sites offer Asda's great value and quality in a modern and welcoming convenience store environment. Asda supplies the products wholesale to EG Group, which owns and operates each site.
The Asda On the Move sites also brings customers a wide range of new partner spaces, with EG-owned food-to-go brands and franchise partners such as Starbucks, Greggs, Subway, and Cinnabon providing a wide range of in-store products.
The opening comes after Asda recently announced plans to open 30 new Asda Express convenience stores this year to bring Asda value to more locations, specifically in residential areas and transport hubs. The retailer aims to open 300 in total by the end of 2026. The following Asda Express stores will open: Calne in May and Romford train station in June.
Asda has acquired 132 convenience stores and attached petrol filling stations from the Co-op Group. This deal is currently going through the CMA's normal competition review process.
