Asda’s new Express format will differentiate against independent and multiple convenience rivals on value as it plans to open 300 sites by 2026.
Last week, Asda opened its second Express store under the new convenience format in Tottenham Hale, north London.
The shop faces competition from a nearby Tesco Express, Pret a Manger and independent retailers.
Commenting on how this store and other Asda Express branches will compete, Asda head of convenience Steve Shirley told Better Retailing: “We want to offer food to go under one roof at great value. We did a range and price comparison with the nearby Tesco and our offering here is a lot more compelling.
“The first Asda Express we opened in Sutton Coldfield is in line with expectations. The feedback has been positive with regard to value and assortment.”
Asda plans to open 30 Express stores across the UK in 2023 as part of its 300-store target.
Shirley said: “We haven’t said we’ll purposely target certain areas for Express.
“The sites we choose will be based on when the right opportunity comes along.”
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