At only 50 sqm, MetroGo Strawberry Hills is more akin to a convenience store. As a comparison, a typical Woolworths store is about 2500 sqm and stocks 7500 products, while a smaller store format, branded as Metro, is usually about 500 sqm and mainly sells food to go. 

MetroGo, on the other hand, is said to sell about 655 products, focusing on breakfast, lunch and snacks. Items include cold drinks, bakery items, salads, sandwiches, yoghurts, packaged fruit, milk, bread, eggs, etc. Woolworths Metro stores General Manager Justin Nolan told that this MetroGo store emphasises healthier breakfast and lunch food. MetroGo Strawberry Hills also has a coffee shop on-site, allowing customers to order their coffee through an app and collecting their order from a hatch. 

This store, however, does not stock dinner food and tobacco – Mr Nolan explained that the company believed that the store’s emphasis is on food, hence they made a conscious decision to exclude tobacco. As for dinner food, the company believed that MetroGo’s customers would not be too fussed beyond the offered ready meals and pastas. 

Located at 407 Elizabeth Street, on the ground floor of Woolworth’s online and innovation arm, the store was intended for Woolworths employees, but is also open to the public. Situated a block away from Central station, MetroGo allows customers to quickly obtain their quick meal needs. The store’s opening hours of 6am to 6pm on weekdays is another indication that this MetroGo store is geared towards office workers.

A key feature of MetroGo Strawberry Hills is its cashless feature, whereby customers pay by card or with the Woolworths Scan & Go app, providing a quick and seamless purchase experience for customers. Mr Nolan commented to that this cashless convenience “[pushes] the boundaries of what convenience looks”, explaining that customers told the company that they prefer to be able to get in and out of the store quickly.

Mr Nolan told that, for now, MetroGo Strawberry Hills is just a trial to test a cashless Scan & Go store, and to understand what products to stock in a small space. Nevertheless, there is a possibility of more MetroGo stores in the future. 

Cover Image: Woolworths Metro (Image: Comcater)