Discount stores

Where could we see new Jack’s discount stores popping up in Norfolk?


Since announcing its new Jack’s discount store chain, Tesco has been quiet about the 15 possible locations it is considering for future stores.

Since announcing its new Jack’s discount store chain, Tesco has been quiet about the 15 possible locations it is considering for future stores.

The supermarket chain launched the brand this week, with the opening of the first outlet in Chatteris, Cambridgeshire, and a second in Lincolnshire.

But despite radio silence on the exact locations, executives said Jack’s stores could be placed alongside existing Tescos, or take over smaller Express or Metro units.

These factors will be taken into account alongside consumers’ appetite for low cost stores such as competitors Aldi and Lidl, which have been proven successful in a number of Norfolk locations.


The interior of the new Jack’s store. Photo: HARRY RUTTER / ARCHANT
– Credit: HARRY RUTTER


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Retail expert Adrian Fennell, partner of Roche Chartered Surveyors, specializes in helping retail and leisure businesses find facilities in Norfolk.

He said Tesco directors would approach the search for locations in three ways.

“The first will be to have a store on the outskirts of a big city; the second would be to put one in a fairly strong town without Lidl or Aldi; and the third will be to place it in a bigger city and see how it behaves face to face with its competition.

“If they are going up against each other, they will need units with good visibility near arteries and good parking.


Jack's opened in Cambridgeshire this week.  Photo: HARRY RUTTER / ARCHANT

Jack’s opened in Cambridgeshire this week. Photo: HARRY RUTTER / ARCHANT
– Credit: HARRY RUTTER

“They should be close to the competition, say less than half a mile, but not close. If we take Aylsham Road, for example, they have a third generation store with good parking and a department store, so you would have to have extremely good connections and visibility.

He added, “It’s less about targeting low-income areas now. That was what it was all about for Aldi and Lidl when it all started, when they were seen as a budget food store, but now they’ve been working on their UK image to bring it to the level of Germany, where it is considered a good quality store but competitively priced. ‘

So where could Jack’s open next time in Norfolk?

• Norwich


Tesco's new store, Jack's, opens for the first time in Chatteris.  Photo: HARRY RUTTER / ARCHANT

Tesco’s new store, Jack’s, opens for the first time in Chatteris. Photo: HARRY RUTTER / ARCHANT
– Credit: HARRY RUTTER

One area that has proven particularly popular for low-cost shopping is near Mile Cross, between Fakenham Road and Aylsham Road, where two Lidls, an Aldi and a Tesco Express are already on site.

This could be because suburban residents, on average, have lower disposable incomes.

The area is in the top 20% of the UK’s most deprived areas (according to data released last year by the Department for Communities and Local Government).

There would be intense competition in the region, but it would give Tesco an immediate way to test the strength of its offering with Jack’s.

• King’s Lynn

King’s Lynn has an Aldi, Lidl and Tesco supermarket, all located on the same street from Gaywood Road to Lynn Road.

The area would correspond to the demographic target of Jack’s stores. Further out of town, there are two Tesco Express stores a few miles apart in North and South Wootton, giving Tesco the option of redeveloping one into Jack’s.

• Grand Yarmouth

While the income profile of customers will be a consideration when choosing a new store location, executives will also consider footfall.

According to Great Yarmouth Borough Council, the city is the third largest seaside resort in the UK, with its tourism industry worth £ 600million in 2016.

The latest figures show that the city receives an average of around six million day-visit visitors each year.

This could create an appeal for the location, with the store offering vacationers a cheaper alternative to eating out.

Seasonal demand would be supplemented by year-round trade from Yarmouth residents.

The city is in the top 10 of the most disadvantaged areas in the country and is already home to chains such as Lidl, Aldi, Poundland, Home Bargains, B&M and Savers.


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