Barely two weeks old, NTUC Fair-Price’s second Finest outlet at Thomson Plaza has already rung up a more than 20 per cent increase in sales.

The early success of Finest at Thomson Plaza echoes the more than 50 per cent jump in sales after the grocery chain’s Bukit Timah Plaza supermarket was converted to FairPrice Finest last August.

The two Finest supermarkets sell a wider range of gourmet products than regular FairPrice outlets, including top quality meats, exotic fruits and vegetables.

Its success is prompting the chain to roll out more Finest stores, either converted from existing supermarkets or in new locations.

Mr Gerry Lee, 53, FairPrice’s general manager of supermarket operations, says: “Thomson Plaza was chosen as the second site for a Finest store because we felt that the profile of the shoppers there would be able to appreciate the premium products carried in Finest stores.”

While similar in design and product range to the 43,000 sq ft outlet in Bukit Timah Plaza, Finest at Thomson Plaza boasts a dedicated organic section with 80 types of products, which run the gamut from organic rice and baby products to meats, cheeses, condiments and vegetables.

This move caters to an increased demand for organic products, and aims to make it more convenient for shoppers to locate these items.

The 10-year-old supermarket underwent a three-week renovation in the middle of last month and reopened on July 8.

The 27,000 sq ft shop now boasts a cooking demonstration counter, a sushi counter, a walk-in wine cellar and a special section for Japanese snacks.

It also houses a butchery run by gourmet food specialist, Culina, which is also at Finest Bukit Timah Plaza too.

The butchery offers around 120 cuts of meats, including Wagyu ribeye beef with a marble score of five out of 12 ($13 per 100g) that is used by some restaurants here.

It also carries a range of terrines and cold cuts such as 20-month aged parma ham.

And if what you are looking for is not available at the delicatessen, you can always put in a request with the butchers, says Culina’s area manager, Mr Aldo Molinaro, 37. He says: “We’re always listening to our customers. Already, we’re looking into requests for beef tongue.”

While it is a premium outlet, 70 per cent of the 12,000 types of products available at Finest Thomson Plaza continue to be everyday staples found at other FairPrice outlets, and are sold at the same price.

For grocery shoppers at Thomson Plaza, the store’s new look is cause for cheer.

Housewife Julie Tan, 40, says: “I’m glad to see more organic products available here. The new Japanese tidbits section is also a great addition because it means I no longer have to make special trips to Isetan to buy them for my family.”

Likewise, teacher Roger Ong, 43, who lives in the area, says: “With Finest in my neighbourhood, I now have easy access to premium products such as good cuts of beef from the in-store butchery.”

The store will be officially launched on July 31, and as part of the celebrations, shoppers will be able to sample a wide range of food products sold there.

FairPrice Finest
301 Upper Thomson Road
#03-37/38 Thomson Plaza
Tel: 6454-7738
Open: 8.30am to 10pm

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This article was first published in The Sunday Times on July 20, 2008.