French supermarket launches ‘shop trucks’ to drive around rural areas

French supermarket Casino is testing a solution to bring its shops closer to rural communities in France, with a trial of a new supermarket van that will bring 350 products to rural towns in Loire and Rhône.

The trial began at the end of this month (November), and is set to continue in December across around a dozen towns and villages, in a test operated by brand franchisee Mr Corentin Benoit.

Mr Benoit - who runs a Petit-Casino in the town of Chazelles-sur-Lyon - is driving, operating, and stocking the van. Products will be sold at the same price in the van as they are in his usual shop.

Once parked, the Camionnette Casino van opens up like a travelling butcher or cheesemonger, with a large side opening, and a refrigerated section for dairy products and other perishables at the front. Packed into all the other walls are the other products on sale, including oils, drinks, snacks, cupboard staples, confectionery, jams, and cleaning and hygiene products.

The van was renovated for its new purpose by Loire-based van shop conversion specialist EuroMag.

‘Strengthen social ties’

In a press release, Casino said the project has three aims: to facilitate access to everyday products, strengthen social ties, and revive local life in rural areas that are often isolated or lacking in shops.

The van will be targeting communities that do not have any shops, or those that need a little extra support to supplement what is already available. Casino is working with local mairies to determine the best days, times, and locations for the van.

“With this mobile grocery shop, I have the chance to bring much more than everyday products to people living in villages and market towns. This project allows me to forge links, to share a moment with each person, and to meet essential needs,” said Mr Benoit. 

“This van will resemble my shop, where friendliness and customer service are the priorities. For me and my team, this is as much a human adventure as it is a commitment to my region.”

Another aim is to enable the van to become a place where local people can meet and talk, as well as reducing the need for long car journeys for food shopping, helping to reduce the areas’ carbon footprint. 

“This initiative …illustrates our vision: making everyday products accessible to all, while creating human interaction and revitalising local communities,” said Philippe Palazzi, CEO of the Casino Group.

“It's a return to the heart of what we do as retailers. We are proud of this project and hope to be able to extend it to other regions to further strengthen the social proximity in which we believe.”

Renewal project?

The new project comes as part of the group’s ‘Renouveau 2028’ strategy, after the Casino brand has had a difficult time of late, including the closure of 21 stores across the country in October, and the loss of 1,000 jobs.

Read also: 21 Casino supermarkets to close across France 

Retail group Les Mousquetaires - which owns Intermarché and Netto - bought 294 Casino supermarkets and hypermarkets between October 2023 and January 2024 after Casino was forced to sell off most of its stores in a bid to avoid bankruptcy.