Virtual Tour: Pick'n Pay Supermarkets

Supermarkets, Pick 'n Pay V & A Waterfront, Cape Town, South Africa
(South Africa)
Introduction

 Pick 'n Pay's flagship supermarket at Cape Town's V&A Waterfront, opened in late 2004, is a pilot
store and testing ground for a number of new instore projects, soon to be introduced into other
stores. The store benefits from large footfall as its location is a popular shopping centre for
residents, a magnet for tourists, and a stop-off point for city workers leaving work to enjoy a
sunset on the trendy Clifton or Camps Bay beaches. As a consequence, the store must cater for a
wide variety of customers.

The diverse ranges of customers have one thing in common, in that they are mainly above
average income shoppers seeking quality and convenience. Pick 'n Pay has targeted these
customers and their preferences with a large fresh food and deli area right at the front of the
store. South African consumers have shown an increased appetite and curiosity for all kinds of
different foods, an effect linked to the popularity of the BBC Food programme and the rise in fame
of celebrity chefs. More emphasis will be placed on deli counters and the extension of its Foodhall
private label range, which sports new fresh food items such as ready cut salads, ready meals and
pasta sauces.

Planet Retail enjoyed a tour of this flagship store in Cape Town.

2 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Floor Plan

3 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Store Front

5 Pick 'n Pay's flagship supermarket is located inisde the Victoria Wharf shopping mall at Cape
Town's V & A Waterfront area.

4 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Store Front

5 The entrance to the store inside the shopping centre, bearing the Pick 'n Pay logo.

5 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fruit & Vegetables

5 The fresh fruit & vegetable area offers choice...

6 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fruit & Vegetables

5 ...in a market-style setting.

7 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fruit & Vegetables

5 Fruit & veg are also found pre-packed, cut and washed for convenience.

8 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fruit & Vegetables

5 Pre-packaged salads & fresh herbs are also found in the market-style fruit & veg section,
branded under the Foodhall private label banner.

9 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fruit & Vegetables

5 Under the Foodhall banner, P 'n P has also developed pre-cut vegetables and 'soup packs'.

10 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh/counter

5 Right at the start, a small coffee shop offers a variety of coffees, teas and cakes. There are
chairs and tables, or the takeaway option.

11 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh/counter

5 Ready foods are a strong feature in this store. Next to this pizza counter is a selection of roasts
and other ready foods.

12 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh/counter

5 More ready foods for takeaway are found at this counter next to the pizza counter, where 'home
replacement meals' are offered. South African retailers have experienced some of the fastest
growth in this sector.

13 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh/counter

5 There are several counters in the fresh food area, offering a wide range of deli foods.

14 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh/counter

5 Foreign and domestic meats are offered here at this deli counter.

15 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh/counter

5 Fish counters at Cape Town supermarkets are usually rather basic given the fact that many
shoppers go directly to the harbour for the freshest fish.

16 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh/counter

5 An extended choice of domestic and international breads, freshly baked every hour, is a new
feature of the store.

17 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Meat

5 The large deli area, with the meat counter in front and the fish and bakery counters behind.

18 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Meat

5 This picture should give an impression of the range of choice available at the deli counters, here
at the meat deli one.

19 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Deli

5 Prepared salads are available here.

20 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Cheese

5 Another new feature. P 'n P feeds the curiosity of South African consumers by promoting
imported parmesan cheese.

21 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Cheese

5 International products are one main feature of the deli counters. New ideas and products are
everywhere.

22 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Cheese

5 The cheese counter offers an extensive range of cheeses and foods that go well with it.

23 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Meat

5 Meat is available pre-packaged, cut in the butchery section of the store.

24 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Meat

5 Behind this counter is the sections where staff prepare the pre-packaged meat offers.

25 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Deli

3Kosher foods are offered at this

gondola-end. Another sign of the
store's international food offering.

26 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Dairy Products

5 Choice is both plentiful and colourful in this cabinet.

27 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Dairy Products

5 Cream cheeses and other dairy products are on display in this well-stocked cabinet.

28 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Convenience Food

5 A salad bar offer a healthy choice for lunchtime shoppers looking for a snack.

29 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Convenience Food

5 Cape Town's residents are used to a mix of international cuisines, so P 'n P provides choice in
this store. The curry bar becomes particularly popular at lunch time and in the evenings.

30 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Convenience Food

5 In the ready meals department, sauces and fresh pasta are widely available.

31 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Ready Meals

5 P 'n P has put plenty of effort into the development of its fresh food and ready meal offer under
the Foodhall private label brand.

32 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Frozen Foods

5 The frozen foods section is small in this store which has an emphasis on fresh foods ...

33 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Frozen Foods

5 ... but most essential product lines are available frozen as well, especially fish products.

34 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Ambient

5 Pick 'n Pay has a sophisticated private label range, shown here in the form of spices.

35 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Ambient

5 Sauces for meats are popular in a country where BBQ's (called Braai in South Africa) are a
favourite past-time activity.

36 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Ambient

5 The supermarket has a full range of ambient groceries on sale.

37 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Bakery Products

5 The bakery section offers many different products, most of them baked in-store.

38 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Canned Food

5 The '...this blue is for u' signs throughout the aisles are meant to attract attention to certain
products. The P 'n P's economy No Name private label stands out from the branded cans with
its simple blue and white front.

39 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Oils

5 The ambient section, like the rest of the store, offers wide aisles for the more busy shopping
hours.

40 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Tea & Coffee

5 In the cafe section, there are fresh beans on offer, from the world's major coffee growing
countries. There can be ground in-store at customers request.

41 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Tea & Coffee

5 In the instant coffee section, the Pick 'n Pay brand makes for a cheaper alternative to branded
products.

42 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Savoury Snacks

3The logo of this brand of crisps might

be familiar to the UK shopper.
However, this is a domestic brand.

43 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Soft Drinks

5 A long aisle of soft drinks end in the wine section at the back.

44 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh Juices

5 Located at this gondola-end are fresh juices and smoothies under the P 'n P label.

45 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Fresh Juices

5 Bottled juices also make for a colourful offering.

46 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Wines

5 A special feature in the wine section: in this wine cooler, customers can chill their wines. A
bottle of champagne would take eight minutes to be ready at the right temperature.

47 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Wines

5 Given Cape Town's proximity to the Stellenbosch wine region - one of the largest in South Africa
- South African wines are a strong feature in this section.

48 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Sun Care

5 Sun care products are quite important in a city with as much opportunities for lying on beautiful
beaches as Cape Town.

49 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Household Appliances

5 At the far back of the store is a small section that offers electrical household items such as
irons, toasters and light bulbs for example.

50 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Gondola-end

5 New or upmarket products are placed on gondolas at the end of the aisles.

51 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Checkout Zone

5 Anticipating busy times, plenty of checkout aisles have been installed.

52 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Private Labels

5 Private labels are also present in the frozen food section.

53 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Standard

5 Despite the dominant presence of the Foodhall private label, P 'n P's Choice and No Name
brands offer alternatives in various categories.

54 © Planet Retail Ltd - www.planetretail.net | All rights reserved

Distribution

5 A Pick 'n Pay truck outside the shopping centre, delivering supplies.

55 © Planet Retail Ltd - www.planetretail.net | All rights reserved

www.planetretail.net