Dear beloved readers, welcome to our website! We hope your visit here brings you valuable insights and meaningful inspiration. Thank you for taking the time to stop by and explore the content we've prepared for you.
------------------------------------------------ Consider the following case study, and then answer the questions that follow.

Case Study: Checkers' Fresh X Brand

Retailer Checkers has launched a new state-of-the-art supermarket at Chartwell Corner in Dainfern, Gauteng, further growing its share of the premium grocery sector in South Africa. More than 40 new jobs were created with this store opening, and Checkers FX Chartwell Corner has 103 employees, the group noted.

In November, Checkers announced a partnership with U.S. coffee chain Starbucks, which would see the coffee house and roastery chain launch outlets in select supermarkets. The retailer said that the new store in North Joburg will offer several unique specialty services, including:

- Fresh Krispy Kreme doughnuts, delivered daily
- An in-store Starbucks
- An in-store Kauai serving salads, wraps, and smoothies
- A sit-down sushi bar
- Freshly-made artisanal bread, pastries, and cakes
- More than 400 local and international cheeses
- Wines from over 100 estates and authentic French champagne

The Dainfern store is the latest addition to the Checkers' Fresh X brand, which takes on upmarket retailers including market leader, Woolworths. Checkers introduced the Fresh X concept stores to gain market share among more affluent South Africans, with the idea proving so popular that the group now plans to revamp at least a third of its Checkers stores in the medium term. Unlike traditional Checkers stores, the Fresh X concept stores feature more upmarket furniture and signage, including benches and tables for customers to test samples.

2.5 Through the use of examples applicable to the case study, discuss the following branding concepts:

The Dainfern store is the latest addition to the Checkers' Fresh X brand, which takes on upmarket retailers including market leader, Woolworths. Unlike traditional Checkers stores, the fresh X concept stores feature more upmarket furniture and signage.

Checkers introduced the Fresh X concept stores to gain market share among more affluent South Africans, with the idea proving so popular that the group now plans to revamp at least a third of its Checkers stores in the medium term. Fresh X is a branded line of grocery stores operated by Shoprite Checkers. These stores provide a more upmarket shopping experience and offer a wider range of products than regular Checkers stores.

Fresh X stores compete with other upmarket grocery stores in South Africa, such as Woolworths and Pick n Pay's Food Hall. Fresh X stores include an in-store Starbucks, a sushi bar, and a Kauai smoothie and salad bar. Fresh Krispy Kreme doughnuts, delivered daily, freshly made artisanal bread, pastries, and cakes, more than 400 local and international cheeses, and wines from over 100 estates and authentic French champagne are among the specialty items available at Checkers FX Chartwell Corner.

Checkers' Fresh X brand retailer has opened a new state-of-the-art supermarket in Dainfern, Gauteng, in a bid to gain a bigger share of the South African premium grocery sector. With the opening of this store, Checkers FX Chartwell Corner has created more than 40 new jobs, and the retailer now employs 103 people. In November, Checkers announced a partnership with Starbucks, which will see the coffee house and roastery chain launch outlets in select supermarkets.

To know more about Supermarket visit:

https://brainly.com/question/33703859

#SPJ11