Woolworths opens new flagship premium food store in South Africa
Woolworths has officially opened its first Gauteng Food Emporium at Dainfern Square in Johannesburg.
The group said that this opening brings its flagship food retail concept to the region, marking the next chapter in the evolution of the retailer’s premium food offering.
The group said the Emporium brings together the retailer’s most extensive food offering in one destination, which includes daily staples and meals to specialist ranges, premium ingredients and “new product innovation.”
Woolworths explained that the new flagship Emporium is designed with modern shopping habits in mind.
It features “dedicated foodie alcoves” and specialised counters, which should make it easier for customers to find their desired food range while discovering new products, flavours, and meal inspirations.
The opening follows the launch of the retailer’s first Food Emporium in Durbanville, Cape Town, in 2025.
The group said the opening forms part of Woolworths’ broader strategy to evolve its store formats in response to customer needs.
“Together with its Food Market and Local stores, the Food Emporium allows Woolworths to meet customers wherever and however they choose to shop,” said the group.
At Dainfern Square, the emphasis on products includes dedicated counters and food spaces that provide customers with more opportunities to explore what is available.
This includes:
- “A beautifully refreshed Florist, offering fresh seasonal blooms and thoughtfully curated arrangements.
- The What’s Cooking Bar, where customers can discover recipe inspiration and sample delicious products.
- An expanded Bakery, featuring freshly baked artisanal breads and pastries.
- Dedicated Fishmonger and Butcher counters operated by knowledgeable staff who can offer expert advice.
- A Specialist Cheese counter showcasing an extensive selection of local and international cheeses.
- A Sushi Counter preparing fresh sushi daily.
- An Elevated Pantry with an expanded range of premium local and international pantry favourites.”
“Our customers are looking for more than just convenience,” said Woolworths Food CEO Chan Pillay.
“They want quality they can trust, greater choice and fresh ideas for every meal,” said Pillay.
Pillay said that the Food Emporium is the group’s way of bringing all of that together in one place, to create an experience that reflects its passion for food.
Woolworths said it is committed to providing food that is healthier for customers, better for the environment, and promotes animal welfare, as outlined in its Good Food Journey principles.
This commitment includes offering free-range options, implementing initiatives such as Farming and Fishing for the Future, practising responsible sourcing, and maintaining strong relationships with suppliers and producers.
These principles guide the development and sourcing of products, ensuring that Woolworths meets high-quality standards across its food business.
“Dainfern Square reflects our commitment to continually investing in the products, innovation and the quality our customers want,” said Pillay.
“We look forward to welcoming everyone into the store and sharing all that it has to offer.”
Photos of Woolworths Food Emporium in Dainfern
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