Coles tailors bayside supermarket to suit St Kilda tastes
A living herb wall. A pick-and-mix dog treat bar. Coles reckons it knows what people in St Kilda want, and it’s tailored an entire bayside store to keep them happy.
Confidential
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Shopping giant Coles has opened a St Kilda-centric supermarket — and Boomer, it might not be OK for you.
Extensive research showed the bayside village has a population “overwhelmingly aged 20 to 35” and “did not fit the typical nine-to-five working mould.”
Accordingly, the offerings in the Acland St shopping aisles reflect the young rebels who live there.
They include: A living herb wall, the largest range of vegan and vegetarian products in the country, a pick-and-mix bar just for dogs, a pineapple coring machine and a “deconstructed meal kit station” for meals that can be prepared in 30 minutes or less.
A specialty ‘St Kilda’ blend of coffee has also been created exclusively for the supermarket.
The blends include notes of almond, dark chocolate and toffee apple.
The St Kilda store features a range of tailored produce including small-batch, natural and
organic nut butters, all-natural sodas and mixers, and a selection of meats from “cult
restaurateur” Andrew McConnell’s butchery range.
The store also features improved sustainability measures including doors on all fridges to reduce energy use, and a zero-food waste policy.
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Unsold food that cannot be donated will be diverted to organic composting and green energy generation.
As well as age and employment demographics, Coles research showed St Kilda residents
live in single or two-person households, are more likely to be vegan or vegetarian, and are likely to own a dog.
They’re also likely to be foodies, with little or no time to cook.
High profile local, comedian and broadcaster Dave Hughes, attended the official opening earlier today.
Coles CEO Steven Cain said the store in St Kilda has been designed to appeal to the interests and lifestyles of local residents.