Paul Cheema

Paul Cheema, Malcolm’s Stores

Sales of hot food to go products such as market-leading Rustlers are on the up at Malcom’s Costcutter at Tile Hill, Coventry.

Since the store was acquired by Malcolm’s Stores Ltd in November 2013, its food to go category has gone from strength to strength, with a significant rise in sales for hot food to go since the forecourt convenience store introduced a Kepak branded microwave and chiller unit in February 2014.

Following its introduction, sales of food to go products have risen by 20%, with the Rustlers Quarter Pounder, Rustlers BBQ Rib and Chicken Sandwich proving to be bestsellers.

Paul Cheema, Director of Malcolm’s Stores Ltd, Coventry, said the decision to install a combined microwave and chiller concept in store was driven by a need ‘to create simplicity’ for customers and develop the food to go offering.

Paul commented: “We’re based in a neighbourhood location, with a diverse customer base. Predominantly it’s a working class area, with a lot of families, but we get a broad range from commercial shoppers looking to stop in and fill up at the pumps, to elderly customers coming in from nearby sheltered accommodation.

From the beginning Kepak were extremely helpful, working wih us to develop the right concept that sat well with our current food-to-go offering, of sandwiches, snacks and drinks – as well as our shopper demographic. The combination of the microwave, and chiller unit has certainly made customers stop and think about the convenient nature of the products and being able to heat and eat on the go.”

As well as the new microwave and chiller unit, Kepak has also worked with the store on an ongoing basis to develop new concepts and promotions for the Hot, Quick and Tasty range, with the Rustlers brand as the driving force.

One such example being £5, £10 and £15 meals deals on offer during the World Cup – for children and adults – and sold with a drink.

Paul added: “We would advise other retailers that it’s important to work with a company you can trust, and from what we’ve seen Kepak really deliver. As well as getting great results, they really focus on giving back to retailers and developing a positive ongoing partnership. We’d certainly recommend that other forecourts look to install a microwave in their store.”

Kepak supports Malcolm’s Costcutters and other forecourt customers with a comprehensive range of point of sale, including shelf barkers, shelf strips, wobblers, posters and A boards and is constantly reviewing its POS support for forecourts.