An upmarket Coles supermarket that caters to millennials with a gelato stand, a fresh pasta bar and a fancy dog treat station has gone viral on TikTok.
Photography student Mercedes McLean filmed a tour of Coles Local Glenferrie in Melbourne’s Hawthorn when it opened earlier this month and posted a clip to TikTok.
‘Literally the most boujee (bourgeois) Coles I have ever seen,’ Ms McLean captioned the video, which has now amassed more than 630,000 views.
In the clip, the student shows a freshly-squeezed orange juice machine, a fresh pasta bar, a candy bar and a dessert stand with gelato, macarons and Japanese mochi.
There was also a bread station where shoppers could slice their own loaves.
‘Grab a coffee while you shop? Yes please,’ Ms McLean captioned one part of the video showing off the store’s coffee machine.
All of the features in the video were part of a new Coles Local store, which are more upmarket than normal Coles supermarkets.
A new Coles Local store just opened up in Sydney’s Rose Bay on Wednesday while the first store to set up shop is in Melbourne’s Surrey Hills.
A dessert station (left) with mochi, macarons and gelato and pasta station (right). Photography student Mercedes McLean filmed a tour of Coles Local Glenferrie in Melbourne’s Hawthorn when it opened earlier this month and posted a clip to TikTok
A foodie hub in a Coles Local store in Melbourne’s Surrey Hills, the first of its kind to open in 2018. Coles Local stores are more upmarket than normal Coles supermarkets
The news Coles Local in Hawthorn is ‘tailored to the needs of the local customer base, which includes a high proportion of millennials’.
‘Millennials seek out food retailers that are both convenient and sustainable, and shop more regularly than customers from older demographics,’ a Coles spokesman said.
‘Coles Local Hawthorn is also the first Coles supermarket to only accept card payments at self-scanning checkouts, with Coles research finding the vast majority of millennial shoppers always use cards to pay for their grocery shop.’
Following success with Hawthorn, Surrey Hills and St Kilda stores in Melbourne, Coles Local expanded into NSW this week.
Like Hawthorn, the highly anticipated Coles Local Rose Bay offered freshly pressed juice, a macaron bar and even a pick-and-mix bar just for dogs on its opening day.
The supermarket, one of the first of its kind, is now open in the old Kings Theatre in Rose Bay an affluent suburb in Sydney’s east.
Specially designed with young professionals in mind, it has a fresh pasta bar, a Japanese mochi ice cream counter, self-serve barista-quality coffee and one of the largest plant-based ranges of any Coles supermarket.
Pets are especially pampered at the new shop, thanks to a doggy the dedicated pet treats section.
Coles Local in Rose Bay is the first of Coles’ new neighbourhood supermarkets to open in Sydney. The store features a dedicated station for mochi, macarons and gelato cones (pictured)
Pet owners can pamper their pets with the fancy snack station on offer inside the Coles Local store in Sydney’s Rose Bay (Pictured: A woman with her dog)
Dog treats galore: The store has a pick-and-mix bar just for dogs – allowing owners to spoil their pets with many treats
The store looks like a 1920s movie theatre from the outside with its art-deco design style
The thoroughly modern supermarket has carry boxes instead of plastic bags, and offers an eco-friendly product section and a zero edible food waste policy.
Even the fridge doors are energy-efficient, and staff wear uniform made from 65 per cent recycled bottles.
Products sold at the store are designed to ‘match the needs of local shoppers’, Coles said.
Coles opened the store after it conducted wide research into the Rose Bay community, finding they are more than twice as likely to choose premium, high quality products than the average Australian shopper.
The survey also found an overwhelmingly large majority of residents value ‘fresh and healthy solutions at mealtimes’. They are also typically aged between 25 – 44 and don’t have kids.
As a result of the survey, Coles Local aims to cater to the ‘time-poor Rose Bay professionals’ by becoming a destination for health and convenience, offering more than 350 new ready-to-eat products that can be prepared in 30 minutes or less, including restaurant-quality pasta, salads and dinnertime meals from Sydney icon Pasta Pantry.
Coles designed the store after it conducted wide research into the Rose Bay community, finding they are more than twice as likely to choose premium, high quality products than the average Australian shopper
The store offers 500 convenience products that cover customers breakfast, lunch and dinners (pictured is a shopper grabbing a meal on the go)
With the expanding Coles Local brand, you get an upmarket pet store crossed with specialty food and convenience stores – still at supermarket prices
A DIY juicer allows customers to make their own freshly squeezed orange juice, while a self-serve bread slicer lets them cut up fresh loaves
The store also features delicious treats from premium sourdough bread and sweets from Sydney stalwart Sonoma, Southeast Asian delights from Roll’d, and pastries from traditional French bakery Noisette.
Coles CEO Steven Cain said the Coles Local format had been designed to appeal to local tastes and preferences.
‘Customers want us to make their lives easier, and this store offers our customers the convenience of a supermarket with the range of a specialty store,’ Mr Cain said.
Social media influencer and foodie Lisa Clark raved about the store, she was a big fan of doggie treat bar which allowed her to grab a number of different snacks for her dog Levi.
The expanded convenience offering includes an extensive vegan and vegetarian range, and more than 350 lunch and dinner options that customers can prepare in 30 minutes or less.
To reduce time spent at the checkout, the store is the first to only accept card payments at self-scanning checkouts.
The move came after Coles found the vast majority of millennial shoppers always use cards to pay for their grocery shop, and the Hawthorn store is next to a university.
The store is the fourth example of the new supermarket format, where a shop is tailored to the needs of local customers.
It also offers an extensive Kosher range, and products from 35 speciality Sydney producers, including family butchery Field to Fork, whose Bondi and Vaucluse outlets were hit hard by the coronavirus pandemic.
Grabbing a meal on the run has never been so easy with so many options available at the specialty store
Coles Local in Rose Bay is the first of Coles’ new neighbourhood supermarkets to open in Sydney, offering the community a tailored in-store experience by partnering with local butchers, bakers and cafes
The barista-quality coffee station allows to customers to get their morning cup on the go (pictured) while enjoying the store’s other delights
The store features an extensive Kosher range, and products from 35 speciality Sydney producers, including family butchery Field to Fork, whose Bondi and Vaucluse outlets were hit hard by the coronavirus pandemic
The store has partnered with local butchers to provide meat. cafes have also joined on offering coffee and cakes
The ‘local’ store in Sydney’s Rose Bay has been dubbed ‘Australia’s most boujee supermarket’ (Pictured: Pasta ready to cook and eat)