Some stores simply inherit a legacy, but others are reborn with a dash of ambition, a pinch of innovation and a generous pour of personal flair.
That’s the story of Fresh in Falkirk – Costcutter, a thriving retail destination under the sharp vision and clear-cut direction of young and passionate retailer, Anand Cheema.
Anand recently walked down memory lane with Asian Trader, offering a glimpse into the journey that shaped today’s Fresh in Falkirk – Costcutter.
Previously operated by McColl’s for 13 years, after the Cheema family first owned it briefly in 2005, the site seemed like yesterday’s news until early 2020.
“When I got an opportunity to buy the store in 2020, it was owned by two separate companies – one was McColl’s and the other was a private partner.
“The whole deal felt a bit too good to be true. I grabbed the opportunity with both hands and never looked back,” he said.
The store, however, was in rough shape.
"We had to spend a considerable amount of money in improving the site. With an extensive refit and buying and merging the next-door property, I increased the store size considerably.
“I also worked a lot in improving the look and feel of the storefront,” he revealed.
By August 2020, when the store reopened, it was Fresh in Falkirk – under the SPAR banner. But within two years, Anand made a bold pivot to Costcutter, a move that unlocked a wider range of skus and higher margins.
He explained, “It was my first store, and it turned out I had lots to learn.
“I realised that with its multiple offerings, Costcutter has the best of everything in one place. It’s like getting the best of both the worlds or rather all the worlds,” Anand said, adding that being a Costcutter retailer also helped him to increase his margins.
Launching the store during the height of the pandemic came with its own set of challenges.
“The other stores in the area already had loyalty and it was a steep hill to attract customers to our store.
“I needed to create an attraction in the store, and the one that really stood out to me was keg sales. That really propelled our store and made us known in the area for alcohol,” he said.
Momentum came fast and Anand didn’t waste it. From £800 to £5,000 (!) bottles and local whisky releases priced at £1,600+, the store also carved a niche in the ultra-premium spirits segment almost overnight.
“All this got us a mark on the map very quickly,” he said.
Anand also kept a close watch on the emerging trends such ready-to-drink cocktails, thus becoming among the first ones to stock Buzz Balls and Shaken Serve.
Even the no- and low-alcohol wave hasn’t been missed and has found a foothold at Fresh in Falkirk.
“We attract a lot of young customers due to our extensive no and low alcohol range.
“Today, our alcohol fixture is huge and makes up a big proportion of our sales. The store stocks a lot of variety at wide price points, so I think that's one of our main USPs,” he said.
Anand’s ambitions, however, go well beyond the alcohol aisle. The store already serves up a generous range of on-the-go staples like sandwiches and baguettes; but he’s only just getting started.
“Hot food is something I am going to be focusing on this year,” he said. “Within five years, I am looking to do a huge refit where I'd completely turn the shop around and change the whole layout.
"My plan is to develop my own kitchen and offer in-store-made stir fries, lasagnas and much more. Having our own fresh food made, I believe, will give the store another USP.”
Apart from alcohol and food to go and all the other regular fixtures of convenience stores, Fresh in Falkirk also boasts 11 meters of frozen and 10 meters of chilled space.
Further enhancing the on-the-go attractions are Costa Coffee machine, slush machine and a whipped ice cream station.
Not to forget a rich and wholesome range of confectionery that won Anand Impulse Retailer of the year at Asian Trader Awards in 2021.
However, beyond products and categories, Anand considers his store’s customer service its biggest strength, something that makes the store unique and makes people want to visit it.
Given the large number of elderly customers in the area, the store (even after the pandemic) offers free daily delivery of newspapers and essential supplies.
Additionally, it supports Strathcarron Hospice. Anand also works with local schools in partnership with the Healthy Living Program and provides them with milk weekly. It has always been involved with fundraising for local causes.
Often heralded as a “rising star” in retail, Anand is excited about the opportunities that the coming months are about to bring to him in terms of his business.
He is looking ahead with a few concrete plans in his head and is aiming to further strengthen the foothold of Fresh in Falkirk.
While his surname is bound to spark curiosity, being the son of SGF’s chief Dr Pete Cheema OBE, Anand clearly has long outgrown the shadow of patrimony.
A finance graduate from the University of Dundee, this 28-year-old retailer has earned his stripes though working in several occupations, including one at a leading wholesaler.
“Having worked across sectors, I feel I have a balanced overview of the business,” he said.
But he’s quick to add, “Nothing prepares you to run a store until you're that person behind the till. Real learning starts on the shop floor.”
With concrete plans on the horizon and Anand’s calculated moves behind it, it seems like Fresh in Falkirk is poised for much more to come.
