Budgens & Co Ascot: Ushering  future of convenience [Exclusive]

When seasoned retailer Roli Ranger bought his convenience store in Ascot back in 1993, the blueprint for success was to stock the essentials and serve customers coming for top-up.

More than three decades later, that blueprint has been completely rewritten.

Today, shoppers walking into his newly transformed Budgens & Co store are greeted not by aisles of groceries, but by the aroma of freshly baked artisan bread, gourmet baguettes being prepared in-house, a vibrant food-to-go island, a dedicated beer and wine cellar and a neighbourhood food hall feel that one rarely associates with British convenience stores.

It is a bold vision that has made the store the first Budgens Concept Store of the Future, attracting visitors from across the industry keen to see where convenience retail is heading next.

Speaking to Asian Trader, Ranger says, "We're the first Budgens Concept Store of the Future. The store has an amazing look and feel with a definite 'wow' factor.

"We've had many visitors, retailers and industry spokespersons come to see it, and customers, both old and new, have been amazed by the transformation."

For Ranger, however, this latest chapter is simply the continuation of a retail journey that began long before he entered the industry.

"I was born in Mombasa, Kenya, and came to the UK as a child in 1967," he says. "I qualified and worked as an accountant before changing careers. My brother-in-law owned several shops at the time and introduced me to retail.

Starting with a CTN store

“My first venture was a CTN in South Oxhey, Watford, before I bought my current store in Ascot in 1993."

Rather than creating another convenience store competing on price alone, Ranger wanted to build a destination that offered customers compelling reasons to visit throughout the day.

That philosophy is evident from the moment customers step inside. At the heart of the store sits The Kitchen, where a dedicated team prepares gourmet sandwiches, freshly filled baguettes, salads, croissants, gourmet sausage rolls and pizzas throughout the day.

"Our key destination areas are the food-to-go island, The Kitchen, the Beer and Wine Cellar, the food hall vibe and our two-counter Post Office," he says. "A blend of premium ranges, local products and a strong promotional offer on day-to-day groceries ensures our customers keep coming back."

Customers are also offered artisan breads baked in-store, patisserie cakes, hot pastries, slices, samosas, Rollover hot dogs, Costa Coffee, Slush Puppy drinks, fresh milkshakes and Whippy ice cream, creating an offer that comfortably spans breakfast, lunch, dinner and everything in between.

Roli Ranger

"Our store offers a comprehensive range of food to go," Ranger says. "Our bakery team leader manages Rollover, hot food from Country Choice, patisserie cakes and our in-store bakery.

"We're still evolving in our food-to-go journey with the development of a complete breakfast, lunch and evening meal solution," he explained. "Burgers and fries and curries are examples currently under development. The response from our customers thus far has been phenomenal."

Booker's Jack's range sits alongside fresh produce sourced from markets, premium Cook frozen meals, meats from local butchers, locally produced honey and curry pastes. The Cellar gives wines, beers, RTDs and low-and-no alcohol products a specialist retail environment of their own.

Moving to Budgens

The recent move from Londis to Budgens marked another important milestone for the business.

"We're now a Budgens store, having recently migrated from Londis," he says. "It was a natural evolution because of the area, the size of the store and the range we offer."

"Budgens provide us with a robust supply chain with five-day deliveries, and having a dedicated Business Development Manager ensures the store operates smoothly."

However, he is equally candid about where further support is needed.

"What would really help is a uniform in-house IT system," he said. "Currently it's like the ‘Wild Wild West’, with each retailer left to his own devices to source and install a system that meets the needs of their store.

“It can be a challenging task and costly mistakes can be made if the wrong choice is made.

"I'd like to see the combined muscle of Booker and Tesco used to secure better rates on energy, banking and card services, improve distribution so there are fewer availability issues during seasonal spikes, and provide access to more Tesco products and ranges,” he added.

Roli Ranger

Although Booker remains the principal wholesaler, Ranger is keen to ensure the store retains a distinctly local identity. He also works with around 20 other local suppliers, which over the years have become one of the store's biggest differentiators.

"We've always believed local products matter," he said. "They help give the store its own identity and offer customers something they won't necessarily find elsewhere."

Behind the scenes, technology is playing an increasingly important role in supporting operations.

"We've just installed a new 46-camera CCTV system covering every aspect of the store with remote monitoring," Ranger said. "Till prompts ensure staff are compliant with the law regarding age-related sales, and remote temperature monitoring systems are to be added soon."

Despite the investment and innovation, Ranger said running an independent convenience business has never been more challenging.

"The main ones are ever-increasing employment costs, energy price hikes, lack of support from local councils regarding planning and store expansion, and government bureaucracy and red tape," he said.

"Improving store standards, innovation, adding profitable ranges and services, and monitoring costs are vital for sector growth.”

It is the combination of Ranger’s vision, and an acute understanding of the sector that has led to this exemplary benchmark store for British convenience sector.

Perhaps that is why retailers continue to make the journey to Ascot, not just to admire a striking refit, but to glimpse at what the future of convenience retail looks like.