Woolworths quietly opened a new concept store over the holidays in the suburb of Double Bay, Sydney. What sets ‘The Kitchen’ apart is the fact that there are “no nasties” in store. The concept store is three times smaller than a usual Woolworths and features the largest range of gluten free products as well as an entire section dedicated to hemp food and only organic fruits and vegetables. Even the shopping trolleys are unique as they are made from the recycled remains of sixty milk cartons.
Woolworth's format development director Rob McCartney thinks of the store as a market more than a supermarket. “I call this a market with a very particular mission — an overarching objective of health, wellness, ‘good for…’, ‘free from …’ and no nasties.”
