Exclusive: 'Next level’ convenience in Manchester

Innovation and community go hand in hand at this Manchester’s local independent store, where fresh local produce, specialty items, and premium brands are displayed alongside an equally exciting food-to-go range, complete with alcohol slushy and a dessert bar. With eye-catching neon pink bespoke delivery cars zooming through the town, the store is miles ahead when it comes to delivery and personalized customer service.

This store in Ashton-under-Lyne, Greater Manchester, has been a staple in the community for more than five decades. However, it rose to prominence and became more dynamic under retailer Mos Patel, who took over the business in 2006, transforming it into a Family Shopper store.

Speaking to Asian Trader, Patel detailed what he values in his store and what makes it stand out from nearby competitors.

He said, “My store has been serving the community since April 2006. It was acquired through a referral from a relative's friend who decided to sell due to medical reasons after being in the trade for 35 years.

“This transition marked the beginning of a new chapter for Family Shopper Broadoak, as we aimed to continue the legacy of dedicated service to the community while bringing our unique touch to enhance and improve the store's offerings and customer experience.”

A first-generation retailer, Patel started his career at PC World, where he had a successful stint as a salesman. He eventually decided to own and develop his own business and that’s how he ended up putting a major part of his saving in the Broadoak store. In 2016, the store underwent extensive refurbishment when it went from 1,200sq ft to 2,000sq ft.

Patel also owns another store in Heyside, Oldham, which he acquired about 13 years ago. Previously a Spar, he transformed it into a Premier.

The retailer takes pride in Family Shopper Broadoak’s comprehensive product line that includes a perfect mix of everyday essentials, fresh produce, dairy products, frozen foods, snacks, beverages, and household items.

He said, “We also focus on sourcing local and unique products that cater to the tastes and preferences of our community. Our store layout is designed to be customer-friendly, making it easy for shoppers to find what they need quickly and efficiently. Seasonal promotions and special offers are regularly featured to keep the shopping experience exciting and affordable.”

The highlight of the store is food-to-go section. Complete with hot food section and a well-curated dessert bar along with Tango and alcohol slushy machine, the store’s food-to-go sets a clear benchmark in convenience channel.

The store’s dessert bar, installed just before the pandemic, and the full kitchen, which became operational after the first summer lockdown, are manned by trained chefs. This makes the food-to-go section the undisputed jewel of the store, setting it apart from local competitors.

Patel told Asian Trader, “Our freshly made food menu rivals that of local cafes, with over 100 items to choose from, including full breakfasts, burgers and fries, freshly made pasta salad, a large range of hot and cold sandwiches, and a selection of freshly made pizzas.

“Our dessert offerings are extensive, featuring waffles (including bubble waffles), milkshakes, doughnuts, over 10 different types of freshly made cakes, sundaes, and a large range of ice cream flavours. All these are available both in-store and for delivery. We also offer alcoholic slushies with over 20 different flavours, adding a fun and distinctive element to our product lineup.”

It’s no surprise that Patel received the retail’s prestigious Food To Go Retailer of the Year accolade at the 31st Asian Trader Awards in 2021.

In addition, the store offers super-fast delivery services using environmentally friendly electric cars, ensuring customers receive their purchases promptly. These neon pink customised cars are equipped with hot plates for hot food, with the delivery process involving careful temperature monitoring from the kitchen to the customer.

“Our delivery cars are neon pink and easy to identify, adding a unique touch to our service,” he said.

However, for Patel, the store’s true strength and uniqueness lie in its “exceptional customer service” and “community involvement.”

He said, “What sets us apart in the locality is our ability to offer a wide variety of products at competitive prices while maintaining a personal touch with our customers.

“Family Shopper Broadoak is deeply rooted in the community. We actively participate in local events, sponsor community activities, and support local charities. Our store regularly donates to food banks and runs fundraising campaigns for various causes.

“We also collaborate with local schools and organisations to promote healthy eating and provide educational resources. Our goal is to not only be a place where people shop but also a hub for community engagement and support.”

Looking ahead, Patel has “exciting plans” for the store. He is actively exploring new product lines, including more organic and health-conscious options, to meet the evolving needs of customers. He is determined to keep Family Shopper Broadoak ahead in the retail game, offering a “next level” shopping experience and loyalty.

Patel said, “We also plan to upgrade our store infrastructure with modern fixtures and improved shelving to create a more pleasant and efficient shopping environment.

“Additionally, we are considering the implementation of a customer loyalty programme to reward our regular shoppers and foster stronger relationships. Our commitment to the community remains unwavering, and we will continue to seek ways to support and engage with our customers.”

As Family Shopper Broadoak continues to thrive under Patel's stewardship, its commitment to the community and innovation remains unwavering. With exciting plans on the horizon, the store is clearly set to further solidify its position as a perfect model of a modern new-age British corner shop.