South African food store cheaper than Checkers and Pick n Pay coming to a centre near you
Best Before, a retailer specialising in discounted short-dated and past-best-before goods, is setting its sights on a major expansion across South Africa.
With its unique business model, the company has already captured the interest of cash-conscious shoppers and plans to make its footprint felt in major cities and towns nationwide.
According to co-founder Alain Soriano, this ambitious growth is fueled by surging demand from consumers eager for more affordable shopping options.
Since its inception in 2017, Best Before has carved out a niche in the South African retail landscape by offering food and personal care products at prices significantly lower than competitors like Checkers and Pick n Pay.
The secret lies in its strategy – selling products close to or slightly past their best-before date but still within their use-by date.
This allows the company to purchase goods in bulk at steep discounts from trusted suppliers and pass the savings on to their customers.
Soriano emphasises that the best-before date is simply an indication of optimal quality, not safety.
To reassure shoppers, Best Before offers a refund policy for any product that does not meet customer satisfaction.
This approach has resonated with consumers, especially middle-class South Africans looking to stretch their budgets without compromising on everyday essentials.
The retailer’s popularity is evident in its rapid growth and loyal following. Starting with a single store in Wendywood, Sandton, the brand has expanded to seven locations, including stores in Boksburg, Edenvale, Fourways, Northcliff, Krugersdorp, and the Atterbury Lifestyle Centre in Pretoria.
Additionally, the company offers online shopping for Gauteng residents, with plans to roll this out to other provinces in the near future.
On social media, Best Before boasts over 100,000 followers, many of whom regularly request new store openings in their areas.
According to Soriano, the company is inundated daily with messages from customers and aspiring entrepreneurs who see the value in their concept.
To meet this demand, Best Before is committed to opening new stores every year, with Pretoria still the focus area in the short term.
While no fixed target for expansion has been set, the company envisions a presence in most regions of South Africa.
Soriano highlights that the brand’s appeal extends beyond urban hubs, with plans to bring its cost-saving offerings to smaller towns as well.
The retailer’s efforts to cater to a broader customer base include diversifying its product range.
Recently, Best Before introduced a selection of unique imports, marking a first for the South African market.
These new offerings feature prominent international and local brands such as Mountain Dew, Oshee, Côte d’Or, Toblerone, Hershey’s, Bokomo, Caffelux, Willards, Koo, Robertsons, and Labello.
According to the company, these innovative additions further enhance its value proposition and aim to keep shoppers excited about their product selection.
With a business model rooted in affordability and sustainability, Best Before has resonated with South Africans facing economic challenges.
The retailer’s ability to undercut traditional supermarkets like Checkers, Pick n Pay, Spar, and Shoprite has positioned it as a go-to destination for budget-conscious shoppers.
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