In the heart of Tenterden, Shop Around The Clock has built a cult following, not for cheap deals or flashy promos, but for the irresistible fresh pizzas and hot pastries rolling out of its own ovens.
Shop Around The Clock is an independent convenience store owned by the Athwal family since 1990. For the past seven years, it has been run by third generation retailer Suki Athwal, who runs the family business with the same hands-on dedication that his parents and grandparents once did.
In exclusive conversation with Asian Trader, Suki spoke in detail about what makes his store special and what future he envisions for it going forward.
“My grandparents bought the premise, which had a butcher back then, and established this convenience store. It was then passed on to my parents and now it’s my turn. I was literally born and raised above the shop.
"I have been running the store full-time for the last seven years now. My parents still visit often, but it’s me steering the ship now.”
From the hundreds of SKUs and ever-raining new launches, Suki has found his calling in the proprietary freshly made hot food.
“We do a lot of confectionery and a wholesome range of grocery just like any other convenience store but it is our in-store bakery section that makes us quite popular out here.
“We make our own pizzas, baguettes, sandwiches, and fillings every single day,” he said with pride. “People walk in knowing they will get a proper breakfast or lunch, hot, fresh, and made right here.”
“So now, we have developed a bit of a reputation. Our range is delicious as well as wide so there are many options to choose from.”
The store boasts around 13 SKUs of hot food alone including fiery cheese, bacon cheese, sausage rolls, cheese, pasties, steaks and much more.
“Once they get used to our breakfast, most of them come back to us at lunchtime as well. The store is made in such a way that people can actually see the staff making their sandwiches. We like to call it ‘theater’,” he said.
Beyond the bakery, the chilled range also stands as another jewel in the crown.
Supplied by Nisa, it covers everything from ready meals and desserts to fresh fruit, veg, and chilled pizzas.
Suki is active on social media promotions and makes sure to stock every new launch that hits the market.
“We want to be seen as the store in the local area that's always on top of the trend. And if they are trying to get something, even if it is the new Pokémon cards or the labubu dolls, I make sure they find them here at my store.
“Just like how well Lidl and Aldi are doing with their middle aisles. We shouldn't be scared either to jump on those trends,” he said.
The store sources mostly from Nisa’s delivered service, with occasional top-ups from Booker, while local specialists like Kemp and Consort Frozen Foods supply frozen and ice cream lines. The result is a chilled section that rivals supermarkets in variety but beats them in personal service.
The store has been the pillar of the community since more than 35 years now. Spanning a sizeable 1,800 sq ft, it has evolved a lot over the years and now stands firmly as the cornerstone of the local high street.
“We are definitely community retailers. We do try and get involved as much as we can. We are always there- be it village fairs, local food banks or charity drives.
“We are doing a lot of work with the food banks at the moment, so this year we donated a considerable amount. We also supported a local children's play group to whom we supply fresh fruits and vegetables.
“Our aim is to promote a healthy lifestyle as well in the community here,” Suki revealed.
The future holds a lot of possibilities for Suki.
The store currently does not have any fascia but that might change very soon as he is admitedly looking for a suitable symbol group.
“I think it's the branding above the door that brings in more customers. At the moment, I feel that our store is not that impressive from outside as it should be. People realises how wide our range is only after entering the store.“
By getting a good fascia, I am hoping to catch some more passing trade. Though I do not want to change too much in terms of the way I operate and whom I buy from,”
A refit is planned for 2026, with electronic shelf labels likely before then.
“We are basically at a point where we need a direction to move forward,” he said.
Hopes are high for the future though Suki remains pragmatic when it comes to the legislative front, particularly stricter control on tobacco and vapes.
“If this generational smoking ban comes into effect, we will see a lot of pressure on us as since we will be burdened by policing each customer interested in buying cigarettes,” he said.
Suki, however, navigated the ban on disposable vapes, that came into effect in June this year, quite breezily.
“We keep a diverse portfolio of refillable reusable compliance products to accommodate different customers.
“However, even this ban is not totally foolproof. I can see many customers throwing away the vapes after one use and not actually refilling and recharging them for more use. However, that might be just a learning curve and we can see the demand for e-liquids rising.
“Currently, I am also stocking a lot on nicotine pouches. It is interesting to see where the market is moving towards,” he said.
Clearly, freshness, community and adaptability form the recipe for success at Shop Around The Clock.
And as the store looks ahead to 2026, it seems like Suki’s mix of innovation and instinct will keep generational family business perfectly in tune for a long time to come.