PICK ‘N PAY family store at Eden-On-The-Bay pff to a good start

David Braun, the Pick ‘n Pay Family Store franchisee at Eden-on-the-Bay at Big Bay, in one of the fresh produce sections of the store.

Raymond Ackermann, Chairman of Pick ‘n Pay, has on at least two occasions said that the Pick ‘n Pay Family Store franchise concept has proved to be one of the best of any innovation introduced by the group in the last decade.

Ackermann is said to be particularly delighted with one of the latest Family Stores to come on stream.

This is at Eden-on-the-Bay, the MvelaProp/Asrin Property Developers’ mixed use complex at Big Bay on the West Coast some 20km from Cape Town. Sited directly on the beachfront, with no intervening paths or roads, this three level complex (with two parking basements and a unique West Coast flavour) has been designed around six internal wind-free suntrap courtyards. The retail section occupies most of the ground floor, above which are some of the Cape’s most luxurious and beautiful apartments.

The new 1,350m2 Pick ‘n Pay Family Store here opened on 26th March and, as a result of offering a whole range of what the franchisee, David Braun, has described as “exceptionally generous” special prices, enjoyed a successful launch period.

The store, which leads directly off the attractive Lifestyle Food Court, has been designed to give a feeling of space and ease. The stock, most of which is ordered from a prescribed assortment of Pick ‘n Pay suppliers, retails for exactly the same selling prices as any other Pick n Pay Supermarket, despite the upmarket setting of Eden-on-the-Bay. On offer is a full range of groceries and fresh produce, newly baked breads, buns and croissants (baked on the premises), an impressive range of meat, sausages and pre-packed meat, delicious ready-to-eat prepared food dishes, both hot and cold, wine, toiletries, outdoor goods and stationery. The store, therefore, comes very close to being able to claim that it is a one-stop centre for the average shopper’s daily needs.

Braun gravitated to becoming a Pick ‘n Pay franchisee after many years as a Head Office buyer and, later, as a Pick ‘n Pay operational auditor. This experience, 30 years in all, he says, gave him the perfect foundation for providing customers with a great shopping experience. So, when the opportunity of owning a Pick n Pay Franchise store presented itself, in such a special location, he “grabbed it with both hands”.

“Since we started recruiting our staff, we have placed a huge emphasis on ensuring that they are trained to make our customers feel special,” he said.

The Eden-on-the Bay shopping precinct, added Braun, is destined to become recognised as one of the most pleasant environments to shop in. His aim is to attract his customers by offering convenience, range and service.

“The huge advantages of this centre, apart from its overall aesthetic appeal,” he says, “are the free basement parking which, when completed, will provide customers with a fully secure environment, the close proximity to the beach and the impressive variety of shops, restaurants, delicatessens and lifestyle options to choose from.”

Tenants already in occupation of their premises include Clicks, Flight Centre, Bargain Books, Vee’s Video, a bureau de change, Corner Curios, two surf equipment and training outlets, a beauty shop, a hairdresser, a shoe shop, an optometrist, two boutiques, one specifically designed for children, Ciao Baby and Cappello (two top class restaurants which look directly onto the sea), a cell phone shop, an independent MTN branch, a pets’ parlour, a dental spa, a laundry, a biltong retailer, an internet café and a Remax estate agency - and this is less than 50% of the full tenant complex that will be moving in steadily from now on.

“We expect,” says Braun, “this will be seen as the premier shopping centre on the West Coast. It could take another six to nine months to come to fruition.”

“Visitors to the complex have gone away highly impressed and the number is bound to increase, especially as we approach summer, when, it is said, on a good day as many as 10,000 people flock to the beach. There is, in fact, absolutely nothing quite like Eden-on-the-Bay in SA, even at the very attractive V & A Waterfront complex.”