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In Toronto, Longo’s has announced the opening of a new format store - Prontos Eat, described by the retailer as “a small scale, convenience-based grocery model that will cater to the busy worker and commuter, offering 1,000 square feet of quality food options for each of the 35 meal and snacking occasions a week. Shoppers can expect to find a wide variety of ready-to-eat and semi-prepared meal options, along with a specialized Longo’s Café service.”

The company says that “along with free Grocery Gateway same day pick-up (Grocery Gateway is the company’s longtime e-commerce business), Pronto Eats will also be the grocer’s first cashless location, and will allow guests to skip the lines with the Ritual food app.”

Pronto Eats is located inside the iconic Hudson’s Bay Centre at Yonge and Bloor in downtown Toronto, “in the heart of the PATH, linking 30 kilometers of shopping and entertainment and connecting more than 50 buildings and office towers.”

Longo’s says that it piloted the concept at its Maple Leaf Square location earlier this summer.

“While the size of the store is a smaller scale than what our guests are used to, the fundamentals of the business remain unchanged. No matter the concept, location, or size of the store, we are committed to carrying only the highest quality of food and merchandise, matched with excellent guest service,” says Rosanne Longo, a spokesperson for the company.
KC's View:
I’ve always admired Longo’s willingness to try new things and test different kinds of formats that seem appropriate to specific markets … in fact, I did an FaceTime video back in 2015 about the company’s format strategies, which you can see here.

I’m a huge believer in this - find new opportunities in unusual but relevant locations, and then create new formats that build on your strengths and expand your ecosystem. Kudos to Longo’s.