Sobeys debuts c-store concept in Atlantic Canada

Calling it “a fresh take on the traditional convenience offer,” Sobeys on Thursday unveiled Sobeys Express, a new convenience and fuel format in Atlantic Canada.

The first Sobeys Express location, located in Antigonish, Nova Scotia, was inspired by Sobeys IGA Express stores in Quebec. A spokeswoman told SN the company was assessing its network for potential additional sites.

"Consumer research has shown us that customers are looking for more fresh food options to meet their on-the-go needs. They also want a one-stop shop for food and fuel and Sobeys Express meets those customer needs in a larger and brighter store," Valerie Ryan, VP, convenience and fuel, Sobeys Atlantic, said in a statement. "Sobeys Express will carry a broader assortment of traditional convenience items; however, the new format will focus on the customer looking for a fresher alternative."

Sobeys launched its new Sobeys Express banner in Atlantic Canada Thursday featuring a fresh and inviting exterior and a new take on traditional convenience inside. (Photos: CNW Group/Sobeys Atlantic)

Officials said the store offers customers fresh, healthy alternatives to traditional convenience store fare with the same quality and freshness they experience at their local Sobeys and Foodland grocery stores. Features include a selection of 14 signature and all-butter croissant sandwiches, Sensations by Compliments hot soups in three different sizes, and cookies and baguettes baked fresh daily in-store.

"Sobeys Express is a new concept for convenience shopping in Atlantic Canada," added Ryan. "Rotisserie chickens and freshly made salads aren't your typical convenience store fare but based on our customer research, we know customers want better choices when they are on the go and Sobeys express stores will set us apart from the traditional convenience retailers in this regard."

Appealing to travelers, the meal deal featuring a sandwich, drink and snack, will reward customers with two cents off per litre on a subsequent fuel purchase at Fast Fuel and Shell locations across Atlantic Canada. Sobeys customers will also receive AIR MILES reward miles on purchases made in-store and at the pump.

"As we continue on our journey to help Canadians eat better, feel better and do better, we understand how important it is to offer a better-for-you option for our convenience customers," said Peter Doucette, general manager, Sobeys Atlantic. "They want better food choices when they are on the go and Sobeys Express will provide them with exactly that."