‘As cheap as we can’: Discount supermarket eyes expansion during cost-of-living crisis

Instead, NQR’s experienced team of product buyers are “wheeling and dealing all day and all night”, sourcing products that are close to their use-by dates, or that a supplier might need to sell at a good price for other reasons, despite the products being good quality.

“Our buyers are very in tune with that market,” Jones said.

The group’s promise of well-known brands sold at up to 80 per cent of their recommended retail price is gaining new traction in an environment where the price of everyday pantry staples are skyrocketing.

Price tracker data from investment bank UBS suggested overall food inflation hit its peak in April, averaging 9.6 per cent.

Jones says NQR has an important role to play in the current grocery landscape, and takes its promise to budget-focused shoppers seriously.

“There’s a specific market for our kind of product. There are some people who just won’t shop with us; they feel like in their mind it’s too low for them … that’s OK with us. We’re there for people who really need us,” he said.

“They talk to us about it all the time, [and say] ‘we’re so glad you’re here, I couldn’t afford to eat if you weren’t here’. We have a bit of responsibility at that end to look after them.”

As the company looks to expand its range, everyday pantry essentials and snacks are a top priority, with frozen products and snacks, such as chips, flying off the shelves.

“Dry grocery is the one where people are really struggling at the moment; that’s where you’re seeing the most growth,” Jones said.

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The business also wants to play a role in reducing food waste at a time when many people are experiencing food insecurity.

“We consider what we are doing for the market is really strong, [because] things aren’t just being thrown out because they are short-dated, but still can be sold.”

While NQR stores have traditionally been placed in regional and outer suburban centres, Jones says there’s a place for the brand in CBDs, too.

“I’d love to be around Spencer Street [Melbourne]. There’s a lot of people in the city – do they deserve cheaper groceries? Yes, because they’re probably paying top dollar in the city.”

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