Convenience stores are called that for a reason, but KaleMart24 wants to make everyday consumers also associate this retail format with healthy choices.

KaleMart24 opened two store concepts in March at Montreal metros, Berri-UQAM – the city’s busiest station with 12 million annual trips – and last week at Jarry. The store promises to “redefine convenience shopping while promoting health-conscious lifestyles,” as well as biodegradable packaging and energy-efficient operations.

“We were inspired by the best of Whole Foods Market [and] Prêt à Manger to create KaleMart24,” says the company’s operations manager, Ryann Goldstein, telling strategy that on-the-go health conscious buyers can find every single category of CPG product that is available at a classic convenience store, but with better-for-you products instead of conventional brands.

“It was a no-brainer to target such a high foot traffic location for our first [Berri-UQAM] store, in order to build brand awareness and reach the widest array of customers possible,” Goldstein says.

Goldstein explains that due to the store’s proximity to the UQAM, students contribute significantly to the store’s customer base. The consumer segment needs quick, well-priced, on-the-go items, so it offers ready-to-eat meals, snacks, beverages, toiletries and basic groceries. A differentiator for the convenience store is its ready-to-eat section, Goldstein adds, which can make the store a destination for meals throughout the day.

Big c-channel competitors aren’t standing still, as Couche-Tard recently reported “continued growth” in its fresh food options, while 7-Eleven is rolling out frictionless payment to markets like Australia.

Some formats like Aisle 24 are wholly self-service, but Goldstein says there are significant challenges and considerations to address with that model, particularly regarding customer service, security and societal impacts. He also notes that needing to download an app before entering a store is a significant pain point for many consumers.

“Another important advantage with having cashiers is building relationships with your customers. A simple smile and a simple ‘see you tomorrow’ goes a long way,” Goldstein says.

To commemorate the flagship openings of two Montreal metro station stores, KaleMart24 is offering special promotions, exclusive discounts and giveaways.

Goldstein says that KaleMart24 draws inspiration from successful convenience store chains like Couche-Tard, but its marketing approach is distinct.

“While we offer promotions, our focus is on promoting better-for-you options, providing a modern shopping experience, engaging with the community and personalizing the customer experience,” Goldstein says.

The brand is now starting partnerships with multiple influencers for social media marketing and is working on partnerships with the UQAM university community life and student associations.

Goldstein concedes that while any C-channel brand could copy its format, KaleMart24 is operating ahead of schedule with an aggressive expansion plan.

“This type of competition does not scare us as we are the pioneers in this new category of better-for-you convenience stores,” Goldstein says. “A customer will always prefer going to a store that knows what they are doing and is confident in their innovation rather than a store that is changing just to fit in.”