In the bustling landscape of Wellingborough, where big names and local stores jostle for attention, Budgens Berrymoor stands out, not just as a store, but as a story – a story of grit, innovation, and resilience.
Often described as one of the best stores in Northamptonshire, Budgens Berrymoor is a classic example of resilience seen in British convenience stores and their ever-evolving nature.
Under the ownership of seasoned retailer Biren Patel, the store has consistently defied expectations as well as external challenges, growing into a model of independent retail success.
Speaking with Asian Trader, Patel allowed us a sneak peek into Budgens Berrymoor as well as into his solution-centric forward thinking.
When Patel took over the store 16 years ago, he inherited a struggling business that had changed hands multiple times. “In 2008, when we came across this store, it was a complete mess. Nobody wanted to buy it,” he recalls.
Patel not only took the leap and bought the store, but he also managed to turn it around in just a few months to the total surprise of the community.
Having run a couple of convenience stores earlier, he invested his experience and resources into revitalizing the space, making it more inviting and customer friendly.
“In the first year alone, we almost doubled our revenue. Customers started appreciating the tidier, more organised store,” he notes.
The transformation was just beginning. Patel initially aligned with Premier symbol group, bolstering growth, and later, just before the Covid-19 pandemic, took a significant leap by expanding the store from 1,500 to 1,800 square feet.
“We invested a lot in this renovation. Luckily, everything was done just before the onset of Covid-19 pandemic.
“So, when the lockdown struck and everything was shut, we were fully operational and were able to cater to the local needs, becoming their lifeline during those unprecedented times,” said the retailer.
Understanding the shift in consumer behaviour, Patel identified home delivery as the next frontier. He partnered with Snappy Shopper, strategically choosing the platform for its supportive expansion model and lack of joining fees.
“I was eager to offer deliveries, but I didn't want to do it over the phone. I wanted to do it through a professional platform,” he says.
The decision paid off, adding an additional £5,000 a week in sales.
Calling it a “success story”, Patel stated that the delivery added another turnover channel to the store, thus helping him sell not just locally, but up to five miles in radius.
A few years later, Patel made another bold move by transitioning from Premier to Budgens, valuing the latter’s efficient stock delivery model.
“I considered many options like Co-op and Costcutter, but I wasn’t comfortable leaving Booker due to its competitive pricing.
“However, it was getting cumbersome for me to go to their cash and carry, almost every other day to pick the stock. Availability was becoming an issue and my chiller used to remain empty.”
After much consideration, Patel switched to Budgens, as its delivery system emerged the perfect solution to all his problems.
Despite initial scepticism about Budgens' lack of appeal in a less-affluent area like Wellingborough, Patel took the gamble. And it paid off, opening the next chapter in the evolution of the store.
“The store’s chiller now remains full. The fresh range gone has grown. I get five deliveries a week to the store. Even top executives from Booker and Budgens visit our store to study how we manage it so well,” he beams.
A perfect combination of personalized customer service, competitive pricing and product range has made Budgens Berrymoor stand apart and create a unique identity.
"Our store is beautifully done. It is big and has so much more to offer, though I feel our customer service is our biggest unique selling point.
“We know almost everyone in the area. Old-age pensioners are particularly fond of our store,” says Patel.
Another key differentiator is the store’s food-to-go section, complete with in-house bakery and a mini food court complete with Costa Coffee machine and slushy machine.
Stocking a robust range of Country Choice bakery products and preparing fresh sandwiches and baguettes in-store has turned the shop into a local favourite.
"Our sandwiches are quite a hit here as we use proper, authentic good-quality ingredients,” Patel proudly states.
Today, the store is not only famous for its sandwiches, friendly faces and better prices but also for its quick delivery, complete with a dedicated, branded car reinforcing the store’s presence.
“In deliveries, we don’t just refund if an item is out of stock. We call customers and offer alternatives. That personal touch makes a difference,” Patel explains.
Beyond business, Budgens Berrymoor remains deeply embedded in the local community. During the Covid crisis, the store raised £800 for the local hospital.
More recently, a Christmas raffle generated £1,000, which was split between the local air ambulance and a nearby temple.
However, challenges loom. Rising operational costs, particularly increased wages, national insurance, and business rates, are concerns for Patel.
But, as always, he is proactive in finding solutions. Installing solar panels has slashed energy bills by £2,000 per month. Self-checkout counters are another strategic addition, ensuring efficiency and convenience without compromising service.
Despite facing direct competition from a local Tesco Express and a McColl’s, it is no wonder then that Budgens Berrymoor continues to stand tall and remains a shoppers’ favourite destination.
“Having big names around my store presents a lot of competition but I don’t care much about it as I am confident in what I do,” he concludes.
Budgens Berrymoor’s story is a powerful reminder that in retail, success often isn’t about location or size; it’s about vision, evolution and dare to dream outside the box.
