Collect&Go, Belgian Colruyt Group‘s online shopping service, is opening mobile pickup points where customers can pick up freshly prepared meals. The test project – called Chefpoint – starts in Leuven, followed by Antwerp and Ghent.
Freshness, convenience and price
Through the new pilot project, consumers can order freshly prepared meals from the Collect&Go webshop and collect them the same day. In the first phase, Colruyt is planning three mobile kiosks and a food truck in easily accessible locations such as access roads or business parks. In the assortment: meals that only need to be warmed up, from brands such as Rose Mary (the group’s virtual kitchen), Canteen and Tom & Della’s.
“We want to reach people who think tasty and balanced food are important, but do not have much time to cook for themselves. It is important for us to find the balance between three dimensions: freshness, convenience and price. We are convinced that, with Chefpoint, we have achieved that synergy”, Tom De Prater, Business Unit Manager of Collect&Go, says.
This week, the Chefpoint food truck and the mobile kiosks can be found in the region of Leuven. On the website, consumers can find the upcoming locations. Colruyt Group will also test Chefpoint locations in Ghent and Antwerp. The pilot project runs until the end of March 2022, after which it will be thoroughly evaluated.