The billionaire Issa brothers’ EG Group has launched its first-ever ‘On The Move’ store following their blockbuster deal to buy supermarket giant Asda.
Mohsin and Zuber Issa – who started up the Euro Garages (EG) Group in 2001 with a single petrol station in Bury — now own Asda, Cooplands bakery, and Leon restaurants.
The launch of ‘Asda On The Move’ at the EG Group petrol station forecourt on Oxford Road in Beaconsfield, Buckinghamshire, is the first of its kind to stock the ‘Extra Special’ premium range.
It also represents the first time EG has collaborated with Asda to trial a ‘premium’ format, with the firm’s existing brands linking up with other partners — such as Leon and Greggs — to add variety in-store.
“We know that customers want great quality that is easily accessible and great value – so we’re delighted to be able to launch our first ever ‘Extra Special’ Asda On the Move store in Beaconsfield,” Derek Lawlor, chief merchandising officer at Asda, said.
“Customers visiting the store will find everything you would expect to be able to pick up in a forecourt grocery location, along with a wide range of premium ‘Extra Special’ options across chilled meals, fresh ingredients and a specially selected range of beverages.
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“The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers.
Asda previously announced it would open 28 new ‘On The Move’ sites with EG Group in the coming months — before extending to 200 locations in 2022, as the supermarket enters into the convenience market in partnership with EG for the first time.
The first three forecourt stores opened in the Midlands in October 2020.
Its latest addition stocks 2,500 products including a large selection of Asda’s premium range products. These include an extensive selection of fresh and chilled ‘Extra Special’ products, as well as ready meals and beers, wines and spirits, offering great value and quality compared with rival forecourt grocery formats.
The Buckinghamshire site will also stock a selection of dishes created by celebrity chef, Gino D’Acampo, including his ‘Mamma’s’ lasagne and classic Italian recipes such as aubergine parmigiana.
As well as stocking a wide range of premium products, the store will have a different look and feel to a traditional grocery convenience format, taking cues from the retailer’s Extra Special branding – both inside the store and on the forecourt.
A second premium store will launch in Hartlebury, Worcestershire, before the end of 2021, with five more locations set to receive an extended range of ‘Extra Special’ products.