Freshstop's 135th store uplifts the community of Alexandra

BRAND ACTIVITY

Aug 2nd, 13:53

FreshStop at Caltex has taken the significant step of opening its first store in Alexandra, Johannesburg – known to be the oldest township in the Johannesburg area. The store opened on Thursday, 25 July at the corner of 10th and London Roads, Alexandra and Bharat Bullah, the store retailer, who has been in the fuel industry for 15 years and is the proprietor of Sasol, BP and Engen garages, has high hopes.

FreshStop at Caltex Alexandra is his first Caltex operation and he has been overwhelmed with the support from the FreshStop team and the various departments who made it possible for the store to open to immense support from the local community. “The feedback and response from our local customers have been extremely positive and they are very excited to have such an upmarket offering on their doorsteps,” says Bharat.

Bharat has been on the site for two years and the Caltex forecourt has been upgraded with the latest 20/20 imagery and new pumps have been installed. The previous Starmart has been converted to a FreshStop store and will, for the first time, offer customers fresh fruit and vegetables, a larger grocery selection as well as an extended range of hot foods. “I must say, now that I’ve seen the FreshStop concept at my site, I absolutely love it! I am sure it will take South Africa by storm. It has not only uplifted the area but it is the best concept I have seen,” explains Bharat.

In addition to the broader range of product, the store will also offer a self-service Lavazza coffee station, an extensive range of Grab ‘n Go products such as sandwiches, pies, pastries and bakery items, as well as an on-site ATM.

Bharat’s extensive experience in the industry and his long-term involvement have meant that many of his staff have been working with him for several years. An example of this is his Operations Manager Azaria Priem, who with 15 years of retail experience, has been working alongside him for three years. “I am just as enthusiastic and excited about our opening and I know that for all our staff, this is a real milestone. Our employees come mainly from the local community and they are thrilled and super energised to be a part of this regeneration,” says Azaria.

Bharat and his team at FreshStop Alexandra have always been community focused and have been supporting a feeding scheme for children in Alexandra for some time; their donations of food and groceries assist the Leratong Joy for One Foundation to feed approximately 140 local children.

We wish Bharat, Azaria and their team all the best at this 135thFreshStop at Caltex Alexandra.
FreshStop is South Africa’s fastest growing 24-hour convenience store brand and has a network of 135 stores countrywide.