First Food opens flagship shop on pedestrian road

December 28 saw the opening of a flagship shop of First Food on Nanjing East Road, a famous pedestrian and business road of Shanghai.

This is a result of nine-month renovation to the original shop in 2012, with significant upgrades in architectural layout, product structure, consumer experience and service. It represents a great effort of First Food to build a leading brand in China and Asia.

The shop, from the hands of Mr. David XXX, designer of HARRODS, the largest shopping mall of luxuries in Britain, returns to its historical look and boasts optimized interior. Its floorspace is extended from 3,000 to more than 10,000 square meters, with four floors that combines good food, restaurant and interactive activities.

Added to the reformed facilities is “soft power”. More than 20,000 kinds of foodstuff, including nearly 5,000 imported ones, are displayed here. Of them, 2010 set wines from 61 listed chateaus of Bordeaux as a result of cooperation with DIVA are exclusive offer in Shanghai.

An internationalized management team is introduced to set up world-class operation and service systems. Value-added services including bilingual guides and VIP items are available, bringing a refreshing experience to consumers in a professional and thoughtful manner. Food safety supervision of higher standards is also present, which takes the form of a food testing lab with a dozen newly installed devices and is capable of more than 50 testing items. It features greatly enhanced abilities of fixed quantity and fast tests, and a fast testing system of illegal additives is expected.

The new shop had seen a daily flow of nearly 20,000 customers since its trial operation on December 25, with a total sale approaching 5 million yuan in the first three days. December 28 witnessed an explosive scene after the opening ceremony, when crowds of customers flooded in instantly and filled all floors. Sales of that day were expected to hit 2 million yuan.