Consider the following case study, and then answer the questions that follow:

Retailer Checkers has launched a new state-of-the-art supermarket at Chartwell Corner in Dainfern, Gauteng, further expanding its share of the premium grocery sector in South Africa. The store opening created more than 40 new jobs, and Checkers FX Chartwell Corner now has 103 employees.

In November, Checkers announced a partnership with US coffee chain Starbucks, which will see Starbucks outlets launched in select supermarkets. The new store in North Joburg offers 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' FreshX brand, which competes with upmarket retailers including market leader Woolworths. Checkers introduced the FreshX concept stores to gain market share among more affluent South Africans. The concept has proven popular, prompting plans to revamp at least a third of its Checkers stores in the medium term. Unlike traditional Checkers stores, FreshX concept stores feature more upmarket furniture and signage, including benches and tables for customers to test samples.

In its annual results published in September, Shoprite highlighted its recent success in the premium retail market—a segment typically dominated by Woolworths. The group stated that its strategy in South Africa of focusing on establishing a 'fresh food theatre' for its customer base continues to improve year on year. "The success of the launch of the Xtra Savings Rewards Programme during the previous financial year in the Checkers chain has gained traction, and the 7.6 million Xtra Savings Rewards Programme customers as of 4 July 2021 contributed to the achievement of the record market share for the brands."

Checkers, including Checkers Hyper, now operates from 268 stores in South Africa. Key to Shoprite's push into the premium food retail segment is the new Checkers FreshX store format. Over the past year, the number of stores in the Checkers FreshX format has increased to 41 from 28 in the prior year. The group is targeting 80 of these stores.

The case study discusses the launch of a new state-of-the-art supermarket by retailer Checkers in Chartwell Corner, Dainfern, Gauteng. This opening created over 40 new jobs, and the store now has 103 employees. Checkers also announced a partnership with Starbucks to bring coffee outlets to select supermarkets. The store in North Joburg will offer speciality services such as Krispy Kreme doughnuts, in-store Starbucks, Kaual serving salads, wraps, and smoothies, a sit-down sushi bar, artisanal bread and pastries, a wide variety of cheeses, and wines from over 100 estates. The Dainfern store is part of Checkers' FreshX brand, which aims to compete with upmarket retailers like Woolworths. Checkers plans to revamp a third of its stores to the FreshX concept. Shoprite, the parent company of Checkers, has seen success in the premium retail market, with its focus on establishing a "fresh food theatre" for customers. The Checkers FreshX store format has expanded from 28 stores to 41 in the past year, with a target of 80 stores.

The case study highlights the expansion efforts of Checkers, a retailer in South Africa. They have opened a new supermarket in Chartwell Corner, Dainfern, Gauteng, which has resulted in the creation of over 40 new jobs. The store now has a total of 103 employees. Checkers has also partnered with Starbucks to introduce coffee outlets in select supermarkets, including the store in North Joburg.

The new store in North Joburg offers various speciality services to attract customers. These include the availability of freshly delivered Krispy Kreme doughnuts, an in-store Starbucks, an in-store Kaual serving salads, wraps, and smoothies, a sit-down sushi bar, freshly-made artisanal bread, pastries, and cakes, a wide selection of over 400 local and international cheeses, as well as wines from more than 100 estates and authentic French champagne.

The Dainfern store is part of Checkers' FreshX brand, which aims to compete with upmarket retailers, specifically targeting more affluent South Africans. The success of the FreshX concept has prompted Checkers to plan the revamp of at least one-third of its existing Checkers stores in the medium term. Unlike traditional Checkers stores, FreshX concept stores feature more upmarket furniture and signage, including benches and tables for customers to sample products.

Shoprite, the parent company of Checkers, has highlighted its success in the premium retail market. By focusing on establishing a "fresh food theatre" for its customer base, Shoprite has experienced year-on-year improvements. The launch of the Xtra Savings Rewards Programme in the Checkers chain has been successful, with 7.6 million customers enrolled as of July 2021. This has contributed to the brands achieving a record market share.

Currently, Checkers, including Checkers Hyper, operates from 268 stores in South Africa. The expansion into the premium food retail segment is driven by the Checkers FreshX store format. Over the past year, the number of Checkers FreshX stores has increased from 28 to 41, with a target of reaching 80 stores.

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