KaleMart24 | The convenience store that aims to be healthy

Forget bags of Doritos, Kit Kats or even the legendary sandwiches from gas stations and other truck stops. Gradually making its nest in the Montreal metro, KaleMart24, a new convenience store brand, offers salads, organic chocolate, sweet potato chips and even strawberries grown in the city.

People who grab a sandwich on the go at the convenience store often do so out of spite, because they are hungry and have no other options. At least this is the analysis made by Oussama Saoudi, founder of KaleMart24, who opened a first store at the Berri-UQAM station at the beginning of March, then a second a few days ago at the Jarry metro station, a stone’s throw from a Couche-Tard convenience store. A third branch will welcome its first customers in June near the Bell Center. Mr. Saoudi also intends to settle near McGill University as well as in Gatineau. There will then be two franchises.

With his health products and his vast range of ready-to-eat foods, this trained engineer wants his stores to literally become a destination, to become part of the daily routine of passers-by and metro users.

“We are in the process of redefining the convenience store,” he says in an interview.

Salads from Mandy’s, vegan bowls from Aux Vivres, breakfast sandwiches served hot and microbrewery beers are all examples of products offered in its stores.

“Healthier products”

With a master’s degree in civil engineering, the 32-year-old entrepreneur became interested in healthy foods after realizing he was consuming far too many sugary energy drinks. A few years ago, he founded the company Toro Matcha which, as its name suggests, produces drinks based on this tea powder. From there was then born the idea of ​​creating a chain of health-oriented convenience stores. “In convenience stores, we always find the same products, which are not at all healthy,” he laments.

And the competition doesn’t seem to scare him. The proof: he opened a 500 square foot store at Jarry station, a few steps from a Couche-Tard convenience store.

“The reality is that the new generation, the millennials, are looking for healthier products. Couche-Tard doesn’t offer that at all. Although we are in competition with Couche-Tard, I think that in general, the customers we are targeting don’t even set foot in Couche-Tard. »

Its objective is to democratize access to health foods in places where people do not live near the large food markets that occupy this niche.

The costs

Although the dishes he sells are more upscale than what consumers generally find in convenience stores, Mr. Saoudi maintains that his prices are competitive. “We are even cheaper than our competitors in certain categories. »

Checked, the ham sandwich sold at Couche-Tard – also available in certain metro stations – costs $5.49 for 180 g. The one offered in KaleMart24 fridges is displayed at the same price for 203 g. The famous red owl brand sells its egg sandwich for $7.29 (258 g) compared to $5.49 (174 g) at Mr. Saoudi’s store.

On the other hand, during our visit to KaleMart24 at the Berri-UQAM station, strawberries grown in Montreal were sold at… $12.99 for 600 mL, a price that is not accessible to all budgets, admitted the principal interested.

Its branch which will open near the Bell Center will offer more fruits and vegetables, he says.

In addition to Berri-UQAM and Jarry, Oussama Saoudi intends to take up residence in other metro stations in Montreal. But it won’t be limited to these locations. “Our business model is to go where there is a lot of traffic,” he says.

Train stations, bus stations and airports are all places he covets to settle down with his wraps and nut mixtures. The next step will be to reach motorists by entering service stations. Its goal: to have a network of 200 convenience stores in Canada by 2028.