Heritage Foods’ grocery retail chain Fresh @ which currently has 24 stores is planning to go up to 100 this fiscal involving an investment of Rs 120 crore. Fresh @ operates in the cities of Bangalore, Chennai and Hyderabad and company plans to expand in these 3 cities only. The chain is targeting a turnover of Rs 200 crore this year.
Heritage also plans to open a bakery format a couple of months from now as well as a chilled meat private label. Fresh @ store is also planning a home delivery programme. It has set up a call center where customers can call in with orders and also plans a web ordering system. It has also setup a Fresh @ privileges loyalty programme with rewards and special schemes.