Store upgrade boasts culinary temptations
Business owner, Mohammed Docrat welcomed the all-new Deli by Shell concept, saying his store was one of just five to be selected for the upgrade following an application made to Shell head office.
The inviting aroma of freshly brewed specialty coffee and a buffet of tantalising treats and satisfying fast foods may be what draws customers into the New City Shell shop, but it is the friendly, enthusiastic staff who keep them coming back for more.
The resounding success of the Deli by Shell, implemented by New City, called for red carpet celebrations at the launch of the upgraded convenience store on Friday and Saturday.
Among special guests at the launch were Shell’s Territory Manager of Retail Operations, Eugene Khumalo, Mayor of the Amajuba District, Dr Musa Ngubane, and Director of the Docrat Group of Companies, Omar Docrat.
Celebrations involving dignitaries and staff included the cutting of a cake designed and iced to look like the Shell logo, and a ribbon cutting ceremony at the store’s entrance.
Customers were treated to gifts, free tasters of the new in-store food offerings, and a jumping castle for children to enjoy.
The upgrade began in September last year and took three months to complete.
Business owner, Mohammed Docrat welcomed the all-new Deli by Shell concept, saying his store was one of just five to be selected for the upgrade following an application made to Shell head office.
While New City offered some food items before, customers will be spoiled for choice by the larger variety of freshly prepared food on-the-go options now available, including a range of sandwiches, wraps, pies, chicken, baked goods and more.
A steaming cup of Portugal inspired specialty coffee from the in-store Vida e Caffè, makes for the ideal morning kick or afternoon pick-me-up.
“We have really seen an increase in our turnover since the upgrade, so we know the advancements made a big difference to our customers,” said Docrat.
Behind the scenes, additional improvements have been made to ensure customers have a positive experience at Shell New City.
The installation of additional cold rooms in the storage area, means fridges are never stocked with warm cooldrinks or juices, new ovens cater for increased production of freshly made meals and cakes, and staff quarters, showers and change rooms have been fully renovated to promote staff wellness.
“Happy staff produce happy customers, and that’s what you find at New City. The staff are passionate,” said Khumalo.
“When we looked at the numbers, we saw there was an opportunity for New City to be upgraded, in terms of food offers. Even though the actual renovations to the store only took about three months, as a business, we allow for a teething period of about six months for the site to settle, before we host a grand opening. What we found in those six months is that we definitely cater for what the customer really wants.”
Khumalo went on to commend Docrat for being ‘a passionate retailer, a humble businessman and a man of numbers’.
“I am really excited about the Vida e Caffè coffee station. There were some doubts, but when you see a customer come in to buy a cup of real coffee, you know it works. I am thankful to be a part of this project. I want to say thank you to the customers – without them there would be no business. I am looking forward to continuing the journey,” concluded Khumalo.
Ebrahim Docrat, who spoke on behalf of the Docrat Group of Companies, said nothing would have been possible without the New City staff team.
“What makes this business is our team. I am sure you have seen the spirit here and the enthusiasm from our staff. We are helping to put Newcastle on the map, by adding value to our town.”
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