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Coles converting 100 stores into ‘Fresh Convenience’ format

Coles has opened its first-ever restaurant-supermarket hybrid in Victoria this week, with the company announcing further plans to convert 100 existing Coles stores to the new ‘Fresh Convenience’ format before Christmas.

The Tooronga Village store in Melbourne features a café and sushi retailer as part of an ongoing transformation to make Coles a destination for ‘convenience and health-focused’ shopping.

In line with Coles’ strategy to innovate through partnerships, Coles has teamed-up with Melbourne husband and wife duo Simon O’Regan and Jackie Middleton of CBD-based café EARL Canteen to cater to increasing consumer demand for healthier meal solutions.

Joining EARL at Coles Tooronga is Australia’s largest sushi brand Sushi Sushi, which will serve up sushi and hot meals for customers on the go.

Coles head of convenience Louis Eggar said, “Our new food hall concept is all about making life easier for our customers by solving the problem of what to eat – for everyone, any time of the day”.

“At Coles, we want to win together with our suppliers, so we’re excited to work with the best in the business for premium quality, quick and easy meal solutions that appeal to our urban and time-poor customers in Hawthorn East and surrounds,” said Eggar.

“We’re also delighted to work with a small family business like EARL Canteen and support them as they grow their business, expand their workforce and reach a larger network of foodies for the first time outside the Melbourne CBD.”

According to a statement by Coles, the Tooronga supermarket will also sell ‘the largest range of convenience food options for time-poor customers with over 450 lines including Coles’ expanded range of Fresh Kitchen salads, ready-to-go breakfasts, pre-cut fruit and veg, and homestyle-inspired ready-made meals’.

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