Nisa Southend Victoria, Essex

  • Print
  • Share
  • Comment
  • Save

Less than a mile from the seaside, Nisa Southend Victoria has the benefit of both a railway station entrance and a street entrance, and owner Mitul Patel (pictured) takes full advantage with an offer that appeals to visitors, commuters and locals. The 1,200sq ft store opened last June under Nisa’s Evolution format and has been steadily building up its customer base, with numbers rising from 100 a day when Mitul first opened, to 700 a day on average. Turnover has also seen a dramatic lift, quadrupling in its first year

Lucrative lunchtime

Nisa Southend Victoria

Mitul also owns a store at Shenfield Station, where peak trade is in the morning and evening. But at Southend Victoria there is also a good lunchtime trade thanks to lots of nearby workplaces, as well as travellers stopping by on their way to Southend airport.

Sandwiches

The store sells 150 wraps, about 170 sandwiches plus 100 chilled ready meals a week.

Nisa Southend Victoria

There are two meal deals priced at £3.49 and £3.99 depending on whether people want a standard or deep-filled sandwich. This compares favourably with the station Costa, which sells sandwiches for £4.50. “People might have £3 in their pocket and they can’t even get a sandwich there!” says Mitul. “We’re killing them on food!”

50% of sandwiches are sold as part of a meal deal.

New lines

Nisa Southend Victoria

The store’s offering continues to evolve as Mitul picks up on different customer needs. Customers were asking for cloths and sponges so he decided to stock the additional items and give household cleaning a more prominent position. “We moved toilet tissue to the top shelf to create space and moved cleaning products to the middle of the fixture,” he explains. “Sales are up 20% as a result.”

Nisa Southend Victoria

Premixed drinks are the latest addition to the off-licence zone and Mitul claims they are proving popular.

The rail deal

Nisa Southend Victoria

A coffee-to-go offering is vital for customers on the move, and the store’s Tchibo machine is competing with the station Costa. “We sell for £2.10 a cup (at Costa, it’s £3.50) and it’s nice coffee, but the Costa brand is very strong.”

Nisa Southend Victoria

Facing up is key because commuters have limited time, he explains. “Everything has to be bang on,” Mitul says.

Nisa Southend Victoria

Big annual events, such as the London to Southend Bike Ride, Southend Festival, and Southend Pride, mean the station – and the store – become a hive of activity. “People come from all over,” says store supervisor Akta.

The biggest challenge of operating a station store is loss of business caused by engineering work, states Mitul. “We are struggling on the weekends at the moment because there are no trains. Trade drops by 12-15%.”

Healthier options

Nisa Southend Victoria

Healthy snacks are in high demand, with many students opting for a protein bar and coffee on their way to college. The store listened to customer requests and ordered in Mars and Snickers protein bars, which are performing well.

Nisa Southend Victoria

Mitul has put a basket of mixed loose fruit on the counter to encourage health-driven impulse buys. He estimates that 20-30% of customers pick up a piece. “Everyone is trying to buy healthier lines. Lots of people buy them in the morning on their way to work and the mums tend to buy for their kids to snack on after school.”

Lentil and Quinoa Chips available are also a hit with health-conscious consumers. 

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory

Related images

  • Nisa Southend Victoria
  • Nisa Southend Victoria
  • Print
  • Share
  • Comment
  • Save
Sign in

Newsletter Sign-up

I wish to receive the following newsletters:

FOLLOW US