SYDNEY, Australia – Woolworths has a new concept store it hopes will transform the way customers shop, increasing their shopping frequency from once a week to three times daily, News.com.au reports. The Woolworths Metro shop found its inspiration from Hong Kong retailers and offers a “curated range” designed to keep shoppers coming back continually. Woolworths Metro stores already have several locations, with more on the horizon.

Changes include banishing the deli counter in favor of a kitchen that serves up ready-to-eat pot roast dinners, red curries, poke bowls and salads. It’s smaller than the typical grocery store, but offers indoor seating by its café that boasts outlets for charging as well as a sandwich press and microwave for DIY food.

The store is “new and different, not traditional,” according to Steve Greentree, division managing director for Woolworths Metro. The shop will be a testing ground for new ideas the chain might migrate to larger stores.

“If you come into the city wanting lunch at the moment, you have to queue up at a food court, but we have an offer that’s significantly cheaper,” Greentree said. “We used to use a supermarket once or twice a week. What we’re building with this store is somewhere we serve you three times a day.”

Population growth, with young people and retired folk moving into urban areas, has made smaller, upscale stores more popular, according to Gary Mortimer, retail expert with the Queensland University of Technology. “Putting milk at the back of the store is an old strategy; now it’s about making it easy for shoppers. Supermarkets are saying: ‘We’re not going to give you [an approximately 2,700-square-foot] store, we’re going to give you a smaller store with a curated range which is easier to grab and go,’” he said.