Best Before store Centurion low food prices draw huge crowds
The Best Before store Centurion low food prices strategy is shaking up the South African retail market, with thousands of shoppers flocking to the retailer’s newest outlet in Gauteng. On 29 August 2025, Best Before opened its doors at the Centurion Lifestyle Centre, and within days, it became one of the busiest stores in the group’s growing portfolio.
Affordable food at the heart of Best Before
Founded in 2017 by Mark Gordon and Alain Soriano, Best Before was created to challenge the dominance of established supermarket giants like Pick n Pay and Checkers. The Centurion store continues this mission, offering affordable food and personal care products at discounts ranging between 20% and 40%.
The brand’s strategy focuses on selling short-dated and past-dated products from trusted suppliers—without ever going past the use-by date. This approach makes Best Before a pioneer in the South African retail space, where food inflation has left many households searching for cheaper alternatives.
“Everything we sell comes from reputable suppliers with strict quality controls. We simply pass the savings on to our customers,” explains management.
Expansion across South African retail
The new Centurion store is the latest in a string of openings that showcase Best Before’s rapid growth. After launching its first pilot store in Wendywood, Sandton, the company proved there was a strong demand for discounted yet quality products.
From there, Best Before expanded its presence in Johannesburg with stores in Woodmead, Edenvale, Fourways, Northcliff, Krugersdorp, and Boksburg. In October 2024, the retailer entered Pretoria with a flagship outlet at the Atterbury Lifestyle Centre in Faerie Glen, which was an immediate success.
The Centurion Lifestyle Centre location now cements Best Before’s presence in Gauteng as a serious competitor to established supermarkets.
Why the Centurion store is different
The Centurion store is among the largest in the group’s portfolio, and its opening weekend drew record-breaking crowds. Co-founder Mark Gordon told BusinessTech that thousands of people visited within the first few days, showing that South Africans are eager for more affordable shopping solutions.
Even with a Pick n Pay Hypermarket in the same centre, many customers chose Best Before for their essential food and household products. The key factor is affordability: where Pick n Pay and Checkers often dominate mainstream grocery shopping, Best Before delivers cost savings that can’t be ignored.
One shopper explained, “I can get most of my basics here at nearly half the price. Whatever I can’t find, I’ll pick up at another retailer. But for my budget, Best Before is unbeatable.”
Imported brands bring variety
In addition to discounted everyday items, Best Before recently introduced imported products that are rarely found in traditional South African retail stores. These include international favourites like Mountain Dew, Oshee, Côte d’Or, Toblerone, Hershey’s, Bokomo, Caffelux, Willards, Koo, Robertsons, and Labello.
The availability of these brands, alongside essential staples, creates a unique mix that appeals to both budget-conscious and brand-loyal shoppers.
Best Before vs. Pick n Pay and Checkers
What sets Best Before apart is its ability to undercut Pick n Pay and Checkers by as much as 40%. While the retail giants continue to serve a wide selection of goods, Best Before has found a profitable niche by focusing on affordability without compromising quality.
This model allows consumers to split their shopping trips: they purchase discounted essentials at Best Before, then buy specialty items at larger supermarkets.
Industry analysts note that this hybrid shopping behaviour is reshaping the way South Africans approach grocery shopping, pushing mainstream retailers to rethink their pricing and promotional strategies.
Consumer demand drives growth
Co-founder Alain Soriano previously revealed that the company’s growth strategy is fuelled by high consumer demand. “Shoppers are under pressure from rising living costs, and they’re actively seeking out retailers who can help stretch their household budgets,” Soriano said.
The Best Before store Centurion low food prices model demonstrates that this demand is not only strong but accelerating. The success of each new outlet proves the concept works across different communities and income brackets.
Future plans for Best Before
Best Before’s management has confirmed that the retailer intends to open new stores every year, further expanding its footprint in South Africa. With consistent demand and strong sales performance, the group is well-positioned to become a household name nationwide.
Industry experts suggest that if the brand continues its current trajectory, it could soon rival the market presence of long-standing chains while maintaining its focus on affordability.
Affordable food is more than a trend
The success of the Centurion store highlights a broader shift in consumer priorities. Rising food prices, economic uncertainty, and increased awareness of waste reduction are all factors driving shoppers to stores like Best Before.
By offering affordable food while reducing waste from unsold goods, Best Before not only saves consumers money but also contributes to sustainability in the retail sector.
Shoppers’ verdict: quality and savings
Feedback from customers at the Centurion Lifestyle Centre has been overwhelmingly positive. Many shoppers describe Best Before as a “lifesaver” for household budgets.
Parents in particular highlight the savings on essentials such as breakfast cereals, snacks, cleaning supplies, and toiletries. These savings, multiplied across weekly and monthly shopping trips, add up to thousands of rands in annual savings.
The future of South African retail
The Best Before store Centurion low food prices expansion signals an important development in the competitive landscape of South African retail. Established players like Pick n Pay and Checkers now face direct competition from a retailer that focuses solely on affordability, niche imports, and smart sourcing strategies.
As consumers adapt to this new retail dynamic, Best Before’s presence will likely force larger supermarkets to respond with more aggressive promotions and loyalty incentives.
Conclusion
The opening of the Best Before store Centurion low food prices branch is more than just another retail launch—it’s a signal of change in the South African shopping experience. By offering quality products at discounts of up to 40%, Best Before has positioned itself as the go-to destination for affordable food and household essentials.
With ambitious expansion plans and a strong connection to consumer needs, Best Before is redefining what value shopping looks like in South Africa. Its Centurion success story proves that the demand for affordable food is not only real but here to stay.
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