Quickmart has opened its 11th supermarket, its flagship store, on Waiyaki Way in Nairobi. The new store rolls out new premium, fresh food concept designed to appeal to a more upmarket consumer base. To date, Quickmart has generally been considered a second tier chain behind the likes of Tuskys, Naivas and Chandarana Foodplus.

Quickmart engaged local interior design agency Renova to create a higher end store look and feel. The new store features artisanal market touches and more space devoted to premium segments such as in-store cooked food and bakery, fruit and vegetables, and meat.

Quoted in the Kenyan media, Quickmart Marketing Manager, Betty Wamaitha has said:

“We are laying focus on the fresh food concept since it has high gross profit margins compared with other dry groceries,”

and added that the company expects sales contribution of up to 30% from the segment.

The new store is on a major artery heading northwest out of Nairobi and next to accounting firm Deloitte’s Kenyan headquarters. It also follows the opening a store in the nearby upmarket suburb of Lavington earlier in 2019.