Woolworths has officially unveiled its Dainfern Square store as the first Food Emporium in Gauteng, bringing its flagship food retail concept to the region and marking the next chapter in the evolution of the retailer’s premium food offering.
As Woolworths’ flagship food format, the Food Emporium brings together the retailer’s most extensive food offering in one destination, from daily staples and convenient meal solutions to specialist ranges, premium ingredients and new product innovation. Designed around the way customers shop today, dedicated foodie alcoves and specialist counters make it easier to navigate every food occasion while discovering new products, flavours and meal inspiration along the way.
The opening follows the successful launch of the retailer’s first Food Emporium in Durbanville, Cape Town and forms part of Woolworths’ broader strategy to evolve its store formats in line with changing customer needs. Together with its Food Market and Local stores, the Food Emporium allows Woolworths to meet customers wherever and however they choose to shop, whether they’re completing a full weekly shop, looking for meal inspiration or picking up daily essentials.
“Our customers are looking for more than just convenience,” says Chan Pillay, CEO of Woolworths Food. “They want quality they can trust, greater choice and fresh ideas for every meal. The Food Emporium is our way of bringing all of that together in one place, creating a shopping experience that reflects the innovation and passion for food that defines Woolworths.”
The products on offer are also shaped by the principles of Woolworths’ Good Food Journey, its ongoing commitment to providing food that is better for customers, the environment and animal welfare. This includes supporting free-range options, alongside initiatives such as Farming and Fishing for the Future, responsible sourcing practices and longstanding relationships with suppliers and producers.
Together, these commitments inform how products are developed and sourced, while supporting the quality standards Woolworths applies across its food business.
At Dainfern Square, the focus on product extends to dedicated counters and innovative food spaces that give customers more ways to explore, taste and enjoy what’s on offer, including:
- A beautifully refreshed Florist, offering fresh seasonal blooms and thoughtfully curated arrangements.
- The What’s Cooking Bar, where customers can discover recipe inspiration and sample delicious products.
- An expanded Bakery, featuring freshly baked artisanal breads and pastries.
- Dedicated Fishmonger and Butcher counters operated by knowledgeable staff who can offer expert advice.
- A Specialist Cheese counter showcasing an extensive selection of local and international cheeses.
- A Sushi Counter preparing fresh sushi daily.
- An Elevated Pantry with an expanded range of premium local and international pantry favourites.
“Bringing the Food Emporium to Gauteng is an exciting milestone for our food business. Dainfern Square reflects our commitment to continually investing in the products, innovation and the quality our customers want. We look forward to welcoming everyone into the store and sharing all that it has to offer,” concludes Pillay.