Singapore: new FairPrice Xtra has a cocktail bar

Date : 13 January 2021

Soo-Eng Tan

Senior Retail Analyst

FairPrice has opened a new hypermarket with a dine-in area and local food concepts at Parkway Parade on 12 January. The space was previously occupied by Giant hypermarket until March last year.

First cocktail bar in a grocery store

Shoppers can order a unique in-house cocktail, the FairPrice Fizz Tipple, made with gin, lemon juice, strawberry syrup and egg white foam. Bar snacks like tortilla chips, cheese and meat platters and fresh oysters can be ordered at the same counter.  

Source: IGD Research

 

Dine-in concepts focus on local brands

Alfrero is an artisan gelato maker in Singapore that is known for making low fat gelato without compromising its flavours.

Source: IGD Research

 

Ban Tong Seafood is neighbourhood stall from a coffeeshop helmed by a former chef at Asian Food Network. The same counter also provides a cooking service for fresh ingredients picked at the store and cooked according to the shoppers’ preference.   

Source: IGD Research

 

Locally made products in the spotlight

Apart from dine-in concepts, there is also a lot of emphasis on local food products. Healthy snacks, sauces and instant coffee are featured on a dedicated shelf.

Source: IGD Research

 

There is even a beer named Sentosa, after a popular island for tourists.

Source: IGD Research

 

Chinese New Year promotions

We really like the giant colour murals in the lightwells of the store. These highlight key sections like Chinese New Year promotions.

Source: IGD Research

 

Sustainability is a key theme

Shoppers can bring their own containers to buy grain, snacks, sugar, snacks and pulses.

Source: IGD Research

 

There is also an event space featuring an upcycling event for children. The current event is a partnership between Meiji and TERRA SG to use milk containers and tetra packs to make mask holders, coin pouches and cardholders.

Source: IGD Research

 

The store has many interesting elements to draw different shopper profiles to it. The retailer has incorporated many elements of its flagship store at Vivocity like pre-cut vegetables, cooking service and bulk food purchase. Event spaces, dine-in areas and a wide range of snacks create many opportunities to increase dwell-time.