Convenience Retailers of the Year the Cheema family have opened their second store, a Kwiksave-branded outlet in Chelmsley Wood on the outskirts of Birmingham.

Solihull MP Lorely Burt helped cut the ribbon with members of the family, local councillors and Costcutter support staff on Saturday 26 October and crowds flocked in to see, and to shop, at the new Malcolm’s store, which was previously a pub.

Director Paul Cheema told C-Store: “In terms of sales, we beat what we thought we would do, and the whole day couldn’t have gone better. The feedback was great, the local community made us feel so welcome and many of them thanked us because it means its much less of a trip for them to do their shopping from now on.

“What surprised us slightly was just how well grocery went, particularly fresh fruit & veg, chilled and frozen. About 80% of our sales on the opening weekend were in food and 20% licensed, which is a slightly different mix than we were expecting.”

Paul also paid tribute to all the suppliers who had helped with ranging, display equipment and activity on the launch day including First Drinks, Kerry Foods, General Mills, Red Bull, News UK’s The Sun and the Convenience Store Chilled Champions.

“We couldn’t have done it without their help,” he added.

The new site is managed by Pavinder Malhi. The Cheemas have also exchanged contracts on a third store, a forecourt close to their original outlet in Tile Hill, Coventry.