Grocery boss is building on quality food ethos
Irish grocer Superquinn will open a new concept store this spring that boasts speciality food and services to take on supermarket giants such as Tesco.

Speaking at the Retail Week Conference today, Superquinn chairman Simon Burke said: 'There is no point trying to out-Tesco Tesco. Of all the lessons I've learned, if you have a brand but the business is struggling you must learn to play to your traditional strengths.'

Burke stressed the luxury Irish supermarket is building its quality food ethos to stand out from Tesco, Aldi and Lidl, which he said dominate the Irish market. The move follows the retailer's failed discounting strategy.

The grocer's latest format, due to open at Blanchardstown in Dublin in May, will unveil new methods to tempt shoppers. It will offer unique services such as chocolate fountains, where customers can create their own chocolate-coated treats, and counters that offer authentic home-cooked prepared dinners.

Burke said: 'The new store is a chance to show off all the things we've been working towards. It will be a watershed moment when I find out if people like it or whether it's just bullsh*t.

'One of the things I learned at Hamleys is that you must not target yourself only at customers who can afford to shop with you - you must create a difference to tempt people when they are shopping for special occasions,' he added.

Superquinn, founded by Feargal Quinn, prides itself on offering quality perishables and Fairtrade goods. All its fresh food is sourced from local Irish producers.