Checkers has opened its first fully halal certified store in the Western Cape. The new location is situated in the Crawford Centre shopping mall in Cape Town and officially began welcoming visitors on Thursday, attracting a large number of shoppers, employees, and business representatives.
Before the ribbon-cutting ceremony, a representative announced on behalf of the Shoprite-Checkers Holding Group and the team of Fatima, greeting all attendees. He expressed hope for a pleasant shopping experience, emphasizing that success would be the result of a partnership between the company and its customers.
The opening was accompanied by a short dua and the recitation of verses from Surah Ar-Rahman by a young Qari. Zunaid Essop, Checkers' procurement manager, stated that the company was pleased to open the first halal Checkers store in Athlone, Western Cape. He noted that customers can expect first-class retail service specifically adapted to the tastes and values of the local community.
The new 1000 square meter store in Athlone created 70 jobs for local residents, including 26 new positions. Checkers reported that the branch development was conducted in collaboration with the South African Muslim Council, and all departments in the store have full halal certification.
More formal retail closer to home
Ismael Ibrahim from Mabel Property Development Group noted that the new Checkers Foods Crawford store was designed to offer residents of Athlone and surrounding areas a retail experience that meets their needs. At the Crawford Centre opening, Ibrahim stated that it is the first halal store in the Western Cape. He added that two stores were launched in KwaZulu-Natal last year, and they made significant efforts to collaborate with Checkers, which provided an excellent store designed for the community and its surroundings, with a product range that meets people's needs.
Ibrahim also confirmed that the store was certified by the South African Muslim Council. He pointed out that Mabel identified a lack of formal retail in historically marginalized areas. According to him, formal retail was underrepresented in previously marginalized communities, forcing many residents to travel to large shopping centers, while more privileged areas had convenient, well-curated, professional, and safe stores.
Ibrahim expressed Mabel's desire to bring offerings closer to home so that people do not have to travel to the Atlantic Seaboard or the Canal Promenade for such purchases. Furthermore, Checkers Sixty delivery services will be available to meet delivery needs.
Local suppliers on the shelves
For some suppliers present at the opening, having their products displayed on the shelves of a major retailer was an important milestone. Said, a representative from Bibi’s Kitchen, reported that this was the company's first sale in a major retail chain. Food influencer Fehmida 'Fehmz' Jordan, who assisted store manager Fatima Pierce with the ribbon cutting, named the halal section one of the store's outstanding features. She noted that almost everything needed can be found in the store because it is 'all halal'.
Fehmida emphasized that the opening holds special significance due to the role local suppliers can play. She expressed joy over events where communities receive support not only through goods but also through the backing of local producers.
Salman Moerat among shoppers
Athlete Salman Moerat from Springbok attended the event as a shopper. His appearance drew attention, but he focused on his own purchases while the store filled up around him. Moerat stated that it was a 'fantastic development for the area' and confirmed that his recovery from a recent injury was going very well. He plans to leave South Africa with his family on Sunday, August 30th, to begin a three-year contract with La Rochelle in France. For residents who spoke with Moerat, his presence reinforced the feeling that the launch was a public event, not just a standard store opening.
Community celebration
Store manager Fatima Pierce proudly told IOL that the scale of attendance was already the main highlight of the morning. She mentioned that many people stopped, walked past, and asked when the store would open. Pierce expressed gratitude for the community's support. She believes that the halal focus is what distinguishes the store, attracting a target audience from Athlone and surrounding areas, and she hopes it will become their primary shopping destination.
Pierce also noted that the project demonstrated a strong desire from residents to receive retail service that reflects their needs. She called it an important milestone for uniting Muslim consumers in Athlone and the surrounding areas. According to her, people postponed their affairs to celebrate this day with them. After the opening program concluded, the store entered its normal supermarket rhythm, where shoppers examined the new assortment, and conversations continued near the bakery, delicatessen, and fresh produce sections. Checkers Foods Crawford operates from 8:00 to 20:00, Monday to Sunday.