Look out Whole Foods. Sobeys is not letting you into Canada without a specialty food and gourmet grub fight - and us consumers are going to be the sole benefactor of this new next level battle of the grocery giants with Jaime Oliver leading the charge for Sobeys!
The new Sobeys 'extra' concept is a total revamp, with a focus on specialty items and giving each item or genre of food on your grocery list it's own spot in the sun. This ain't your florescent lit-aisle after aisle- "discount on fish fingers in aisle 3"- grocery store anymore, it's a living breathing market filled with warm colours, soft lighting, expert displays and specialty EVERYTHING!
Every aspect of the store has a tactile market feel that brings you in, gets you interacting with the store, it's shelves, displays and various specialty counters. Like the market your grandparents would have gone to, you'd interact and inspect each item before you purchase it. It's no different here. Except, Sobeys wants you to interact with the store itself. For example, sectioning off the dairy items into individual glass door-ed refrigerators which look slick and well polished - asking to be opened so you can grab your pick from behind it.
The flow of the store begs to be shopped, there is no more walking up and down aisles, in Sobeys 'extra' you're led to the next item on your list in a natural flow as you would at a Sunday farmers market.
Why have one counter for all deli when you can break it down into specialty counters, one for cheese and gourmet crackers, and one for deli meats. You can say goodbye to Starbucks, Tim Hortons and McDonalds in stores because at S.e. they're roasting their own beans in store in front of your eyes before they make you your cup of coffee! Amazing!
I also eluded earlier that Jamie Oliver has his stamp all over this place as Sobeys new spokesperson. You see his books, his gourmet items and recommendations everywhere, as if he was some sort of Grocery Dictator. Hail Leader! *Salutes with organic carrot*
These are a new breed of concept store and thus not everywhere, BUT, if you have a chance to visit Aurora (just off Hwy 404), north of Bayview and Wellington. I recommend that you do - It will blow your mind! read more