Challenger Senegalese fuel retailer Edkoil (EDK), which was founded in 2009 and is expanding its store network, has launched the latest outlet of its forecourt supermarket banner “Low Price”. The new outlet is on Dakar’s busy Rue VDN and carries 3,000 SKUs and also features a QSR outlet.

EDK markets itself heavily as a local brand, in comparison to multinational fuel retailers and supermarkets. Its forecourts typically feature a range of features including servicing, car wash, a small supermarket, bakery, restaurant/QSR outlet (“le Tefess gui”), toilets, cash machine or bank. Several sites also feature a small mosque to allow drivers to pray while en route.

The new Low Price store in Dakar is open from 10am to 11pm, and is also open on weekend and public holidays. Among the typical product range, which covers 3,000 SKUs, Low Price stores also carry both fresh and frozen products.

EDK is undergoing an expansion phase: in October it opened its second service station in Touba in the centre of the country, and Senegal’s second largest city. In the same it opened an outlet in the southern gateway city of Kedougou. The large site features a standalone QSR outlet, supermarket, car wash and servicing, and an on site mosque – believed to be a first in Senegal. In September it opened a new outlet in Kaffrine, 25km east of Kaolack – also featuring a sit down QSR outlet, Low Price supermarket, car wash and servicing.

EDK’s Low Price supermarkets are around 100m²-150m² in size – much larger than many modernised forecourt retail outlets in West Africa. Stocked with imported brands, many of which are sourced from France, it is a pioneer supermarket brand in smaller cities where it is opening, such as Kaffrine. Across Senegal it is competing directly against Vivo Energy (Shell) and Total, both of which are also investing in a new forecourt offer.