Simply Fresh unveils first convenience store in Northern Ireland

SIMPLY Fresh said the launch of its first convenience store in Northern Ireland will open doors to expand both its retail estate and its new Simply Fresh Kitchen food service concept.
The group teamed up with retailer Malcolm Hall to open a Simply Fresh store on Holywood high street this month.
The 2,800sq ft business has been designed to meet the needs of modern shoppers, with a large focus on products sourced from artisan and local suppliers.
The store also features a Simply Fresh Kitchen area offering a full range of breakfast, lunch, and dinner options – including mushroom & egg muffins, Sicilian meatballs and halloumi burgers – along with seating for up to 20 people.
Davinder Jheeta, creative director at Simply Fresh, said Simply Fresh Holywood is its first store to incorporate Simply Fresh Kitchen branding on the fascia.
He added: “The food to go market in Northern Ireland within convenience is very trusted and used a lot more than food service in convenience on the mainland.
“Malcolm really understands food and had a clear idea of the kind of food that he wanted to serve. That fitted in line with Simply Fresh Kitchen so we came up with a bespoke model for him.
“What we have done in the store pushes the boundaries of food-to-go in convenience.”
Mr Jheeta said the company is now “actively looking” to roll out Simply Fresh Kitchen to its entire retail estate.
“Every Simply Fresh Kitchen will be unique to its retailer. We’re focusing on offering the right food in the right setting so you get that independent feel. It’s a USP for us.”
He added Simply Fresh is also hopeful of growing its presence in Northern Ireland with the launch of the Holywood store.
“We will establish ourselves in this store, learn more about the market and spark some more interest from retailers there.”