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Colruyt tests pickup points for fresh meals

Collect&Go, Colruyt Group‘s online shopping service, is opening mobile pickup points where customers can pick up freshly prepared meals. The test project starts in Leuven, followed by Ghent and Antwerp.

Freshness, convenience and price

Chefpoint is the name of the new pilot project: consumers can order freshly prepared meals from the Collect&Go webshop and collect them the same day. In the first phase, Colruyt is planning three mobile kiosks and a food truck in easily accessible locations such as access roads or business parks. In the assortment: meals that only need to be warmed up, from brands such as Rose Mary (Colruyt Group’s virtual kitchen), Canteen and Tom & Della’s.

“We want to reach people who attach importance to tasty and balanced food and who do not have much time to cook for themselves. It is important for us to find the balance between three dimensions: freshness, convenience and price. And we are convinced that with Chefpoint we have achieved that synergy”, says Tom De Prater, Business Unit Manager of Collect&Go.

This week, the Chefpoint food truck and the mobile kiosks can be found in the region of Leuven. On the website, consumers can find the upcoming locations. Colruyt Group will also test Chefpoint locations in Ghent and Antwerp. The pilot project runs until the end of March 2022, after which it will be thoroughly evaluated.

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