Cold Storage opened its first Cold Storage On The Go convenience store on August 3 at the Esso petrol station located at 255 East Coast Road in Singapore. The outlet offers a range of ready-to-eat meals including packaged chicken, sandwiches, beverages, fresh fruit, and ice cream, operating 24 hours to cater to motorists and customers seeking quick and affordable food options.
The supermarket chain is embarking on a gradual expansion of the On The Go concept, planning to roll out similar outlets across all 58 Esso stations in Singapore by the end of 2026. This initiative will replace the current FairPrice Group convenience stores at these locations. Cold Storage has partnered with Aster, the operator of Esso’s fuel retail network in Singapore, to provide convenience meals, bakery items, snacks such as bao and curry puffs, and other daily essentials.
Lim Boon Cheong, managing director of Cold Storage Singapore, described this rollout as the initial phase of the company’s broader entry into convenience retail. Cold Storage aims to establish over 100 On The Go outlets nationally, including standalone stores beyond petrol stations. Future plans involve exclusive product collaborations, seasonal offerings, and integrated promotional campaigns.
Lim emphasized that the move responds to increasing consumer demand for faster, more accessible shopping experiences and complements Cold Storage’s existing supermarket operations. He also noted the need for further supply chain investments to support these new outlets, each requiring several hundred thousand Singapore dollars in renovations. “Cold Storage On The Go marks a new phase in our long-term growth strategy,” he said, highlighting the brand’s extension into convenience retail to serve customers throughout their day.
The expansion follows the acquisition of Cold Storage’s Singapore operations by Malaysian supermarket operator Macrovalue in March 2025. Macrovalue purchased all 49 Cold Storage and 38 Giant stores in Singapore from Hong Kong-based DEF Retail Group for $125 million. Gary Yap, Macrovalue’s managing director and co-founder, said that moving into convenience retail aligns with consumer trends favoring smaller, more accessible outlets and represents a less cluttered store format focused on fresh food and proprietary brands. This marks Macrovalue’s initial growth strategy post-acquisition.
Aster, a subsidiary of Indonesia’s Chandra Asri Group, acquired all Esso-branded stations in Singapore from ExxonMobil in October 2025 for approximately US$1 billion. The company approached Cold Storage for a new convenience store solution at Esso sites. Aster deputy chief executive Andre Bhat said the partnership aims to enhance customer offerings by transforming Esso stations into more convenient retail destinations, distinguishing them from competitors by delivering grocery essentials alongside fuel services.
Other petrol station operators in Singapore have adopted similar convenience retail models. Shell operates Shell Select stores featuring partnerships with wellness and lifestyle brands, SPC runs 24-hour Choices mini-supermarkets emphasizing local snacks and utility services, and Caltex collaborates with Star Mart to provide food options and supermarket perks through a LinkRewards program.
Cold Storage’s expansion into convenience retail through Esso stations represents a strategic effort to diversify its retail footprint and capitalize on evolving consumer preferences for quick-service food and everyday essentials.