As the cost of running a business continues to increase, with no end in sight, retailers are in need of as much support as possible, and that includes considering joining or switching their symbol group.
For a symbol group or franchise operation that gets the offering right, the size of the prize is huge. According to the Association of Convenience Stores Local Shop Report 2025, of the 50,486 convenience stores in the mainland UK, 37% are unaffiliated independents while 34% are symbol group independent stores.
Lumina Intelligence data from 2025 also found that the number of unaffiliated independents declined by 5.9% while the number of symbol group stores grew by 4.8% showing a shift towards being part of a symbol group to take advantage of the added support that they provide. However with more franchise operators entering the market of late, retailers may be unsure about which one is right for them. Leading independent retailers about why they chose their symbol group and what they’d like to see more of in terms of support.
Tony & Rachael Hewson, Spar Middleham
April saw a store in Middleham in North Yorkshire open its doors under a Spar fascia for the first time, and independent retailers Tony and Rachael Hewson - who’ve owned the business since 2007 - said they believe they’ve “100% made the right decision” by joining the symbol group.
The store’s opening day launch in late April saw the store’s fresh food range improved significantly, with both Tony and Rachael confident the change to Spar will open the gates to developing their business as well as benefiting their customers with improved value and an enhanced product range.
Tony said: “From the moment we visited their Spar Distribution Centre a few months ago, we recognised what a professional operation it is, and what the group could do for us and our business with its product range and support.”
It’s still early days, but Tony says the move has so far been worry-free: “Already we’ve enjoyed positive progress. The fresh deliveries six days a week are fantastic and we don’t need to order full cases of fresh products. We can order single lines if that’s all we need so we worry less about waste.”
The aforementioned fresh produce has also been a boost, Tony says: “The range is great - fresh fruit and vegetables, cream cakes, fresh breads, sandwiches – and we’re offering a meal deal at £4.50 for the first time. We’re the only shop in the town offering this and feedback from customers on all the changes has been excellent.
“Spar’s range means we can cater for everyone, whether price-locked staples like bread and milk, or the multibuy deals on Spar products and Clayton Park Kitchen’s ready meals. We can also offer the Spar Rewards app to our customers which is new and will be very well received.”
Other elements of the new business have also impressed Tony, especially in terms of the faces representing the symbol group that he regularly sees. “The lorry drivers are also phenomenal – patient and helpful. They’re the face of the company and are a credit to Spar,” he says.
In conclusion, Tony says hr and Rachael have no regrets about finally joining a symbol group, and is glad Spar was the one they plumped for. “By joining Spar, we feel we have the support when we need it, but we retain the ownership and direction of our store.”
Sarah Bentley, Peachcroft Morrisons Daily, Abingdon
Oxfordshire retailer Sarah Bentley only opened the doors to her recently converted Morrisons Daily store near Oxford this April.
But already she says the support from the symbol group has helped both sales and the wider reputation of the 6,000 sq.ft. store, after a switch over from Budgens.
“I spent over a year making the final decision to move to a Morrisons Daily. We needed to give the customer more - more choice, variety and value for money - and that’s what ultimately led to us choosing to work with Morrisons.
“We now benefit from the promotional range and more importantly, we’re able to offer the More card to our customers. These are all factors we hope will promote loyalty and confidence in the store.”
Sarah says she’s also become more involved in the running of the store in recent years following her parents’ retirement: “Having been a Budgens retailer, it took some time to look beyond that bubble. I hadn’t really been involved in the day-to-day running of the Peachcroft site as it had a good team and a strong store manager, while my expertise was always in the forecourt and convenience industries.
“This got me looking into the offer further afield from Budgens. We needed to give the customer more - more choice, variety and value for money - and that’s what’s ultimately led to us choosing to work with Morrisons Daily. We needed to be able to be competitive on price to gain local confidence back and we didn’t have that.”
Sarah also believes the support from the team at Morrisons - both during the refit and following the store’s opening - has been exceptional. “We’ve had a significant amount of support from Morrisons during the transition process, from weekly meetings and updates to very detailed training for the team. We had a large team instore helping to range and merchandise ahead of our launch and they’ll be on hand throughout that and beyond.
Independence was also a key consideration for behind the move, Sarah concludes: “I also took the decision to move to Morrisons to be able to offer that supermarket feel while still being a convenience offering, which is predominately where this store is able to be as an independent.”
Priyesh Vekaria, One Stop Carlton
Longstanding retailer and former police officer, Priyesh Vekaria, who’s operated under One Stop’s franchise model since January 2023, said he chose the group because it understood the way modern convenience retail was heading.
He said: “Retail today is more about operational structure, digital integration, availability, compliance, customer experience and community relevance all working together under one roof. One Stop’s franchise model offered that balance between entrepreneurial freedom and structured support.”
In amongst this vision, Priyesh said he also believed One Stop understood some other, perhaps more traditional elements of good retail. “What also stood out was the accessibility of the wider team, the operational framework, the strength of the promotional programme and the investment into systems that help retailers compete in an increasingly demanding market,” he explained.
Priyesh added that the support he’s received from One Stop is consistent and operationally focused. “I receive dedicated business development manager support, promotional planning, category management insight, EPOS and systems support, compliance and operational guidance, staff training platforms and supply chain and availability support. Another thing I value is that the relationship feels collaborative rather than purely transactional.”
In a complex retail landscape, the Manchester retailer said the many challengers store owners now face - such as rising costs and crime - require this kind backing: “Having a structured franchise support network helps create accountability, consistency and opportunities for growth.
“Running a modern convenience store means balancing the traditional with experiential retailing, online fulfilment and community engagement. During high footfall campaigns and seasonal launches, having a support structure behind the scenes becomes extremely valuable. Whether it’s escalation around stock flow, resolving operational issues quickly or supporting promotional execution, having direct access to experienced teams makes a significant difference.”
However, Priyesh admits there are still areas for improvement many stores will also need. “Like many areas of retail, speed and agility remain the biggest opportunities. Independent retailers can pivot very quickly because we’re directly connected to our communities and customer behaviours in real time. Larger organisations sometimes take longer to adapt.
“From One Stop, I’d like to see continued improvements around the faster implementation of emerging retail technology, greater flexibility around local ranging, better integration between wholesale, EPOS and online delivery systems and stronger support around retail crime prevention.”
When it comes to his advice for other retailers looking to change or take on a new symbol partner, Priyesh said he believes profit and sustainability should be key considerations. “Too many retailers focus purely on rebates or headline promotional deals. Those things matter, but they’re only one part of the equation.
“Retailers should be asking how strong the operational support is and how reliable the group’s supply and availability is. They should also check what tech support is included and how future-focused the business is. A fascia alone doesn’t build a successful business, but the infrastructure, partnership and long-term strategy behind it do.”
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