Centra to open 30 new stores

By Maev Martin
Centra to open 30 new stores

Pictured at the Centra National Conference are (l-r): Gary Dunne, Centra council chair, Martin Kelleher, managing director, Centra, and Ian Allen, sales director, Centra.

Centra has announced plans to open 30 new stores and revamp a further 100, creating a total of 400 new jobs as part of a €30 million investment. has announced plans to open 30 new stores and revamp a further 100, creating a total of 400 new jobs as part of a €30 million investment. The expansion forms part of Centra’s ongoing transformation as the retailer’s healthy convenience offering continues to grow following its brand repositioning (Live Every Day) two years ago.

The continued shift by consumers for healthier options as part of living a balanced lifestyle and the rollout of Frank and Honest, the company’s gourmet coffee brand, across the store network helped drive Centra’s commercial performance last year. Since repositioning the Centra brand in 2016, the company has reshaped the in-store experience to encourage shoppers to opt for healthier choices. In the past year alone, sales of its Grab & Go healthy sandwich range rose by 24%, impulse water purchases were also up 10% on the previous year, and sales of salad boxes rose to almost €2 million.

The Frank and Honest gourmet coffee brand, which is available in 370 of its stores, also performed strongly last year. The Frank and Honest offering led to a sharp rise in sales for Centra in the hot beverages category, which doubled in 2017. Centra's digital solutions include the Beat the Queue app, which allows busy lunch-break shoppers to pre-order sandwiches and avoid waiting. The Beat the Queue service will be introduced to over 100 stores in 2018.

“We are very happy with our performance in 2017 in what is an extremely competitive market," says Martin Kelleher, managing director of Centra. "Our decision to reposition Centra in response to changing consumer trends, with customers increasingly choosing healthy options, has paid dividends. Similarly, a more discerning taste for coffee has enabled us to double sales through the introduction of our gourmet coffee brand Frank and Honest. Our ultimate ambition is to redefine convenience shopping and we are leading the charge in this respect, as demonstrated by Centra Parnell Street winning IGD Innovative Store of the Year ahead of 700 stores across 50 countries.”

@ 2018 - Checkout Magazine by Maev Martin


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