South Africans are feeling the pinch of rising living costs, and affordable grocery shopping has never been more important. A new player in the retail space, Best Before, is stepping up to the challenge with prices that undercut major retailers such as Checkers and Pick n Pay. The retailer has been quietly but steadily expanding its footprint across the country and has now opened its latest store at Centurion Lifestyle Centre in Gauteng — and shoppers are flocking in droves.
Who Is Best Before?
Founded in 2017 by entrepreneurs Mark Gordon and Alain Soriano, Best Before set out to disrupt South Africa’s grocery market with a bold strategy: sell short-dated and surplus food products at highly discounted prices. The concept is simple but powerful — big brands at much lower prices, without compromising on safety or quality.
Best Before started with a pilot store in Wendywood, Sandton, which proved that South Africans were hungry for affordable alternatives to traditional grocery shopping. Since then, the chain has expanded to Woodmead, Edenvale, Fourways, Northcliff, Krugersdorp, Boksburg, and Pretoria, before opening its newest store in Centurion in August 2025.
How Best Before Keeps Prices Low
Best Before’s model is straightforward:
- Short-dated and surplus stock: They buy quality food and personal care products approaching their “best before” date but still perfectly safe for consumption.
- Strict quality control: Best Before does not sell anything past its “use-by” date. All items come from trusted suppliers with rigorous safety standards.
- Bulk negotiations: By negotiating favourable prices with producers, Best Before can pass those savings directly to shoppers.
This approach means customers can save between 20% and 40% compared to prices at major retailers like Checkers and Pick n Pay.
The Centurion Lifestyle Centre Store – A Game-Changer
On 29 August 2025, Best Before opened its newest store at the Centurion Lifestyle Centre. Within days, thousands of shoppers streamed through its doors. The store has quickly become a hit for its unbeatable prices and variety, despite sharing the centre with established retailers like a flagship Pick n Pay Hypermarket.
According to co-founder Mark Gordon, the overwhelming response demonstrates South Africans’ appetite for more affordable grocery options. BusinessTech, which visited the new store shortly after opening, reported it was “very popular” and “an instant hit.”
What You’ll Find at Best Before
Best Before stocks a broad selection of household essentials and grocery items at significantly reduced prices. These include:
- Packaged foods
- Beverages
- Personal care products
- Household basics
Recently, the chain also introduced unique imported products never before seen in the South African market. Some of the exciting brands on its shelves include Mountain Dew, Oshee, Côte d’Or, Toblerone, Hershey’s, Bokomo, Caffelux, Willards, Koo, Robertsons, and Labello.
For many shoppers, Best Before has become the go-to for staples and bargains. They then buy specialty or fresh products at bigger retailers, saving money while still getting everything they need.
Related: Pick n Pay vs Checkers: Which Offers the Best Groceries Under R1000 (September 2025)?
Why South Africans Love Best Before
The key driver of Best Before’s popularity is affordability. With discounts of up to 40%, the retailer makes it easier for families to stretch their budgets without sacrificing quality.
Shoppers also appreciate the transparency and professionalism of the brand. Best Before clearly labels its products, explaining that “best before” dates are indicators of optimal quality rather than safety. By educating customers and maintaining strict quality control, the chain has built trust and loyalty.
A Growth Story That’s Just Beginning
Best Before’s founders have ambitious plans to open new stores every year to meet surging demand. Their model is already proving successful in a range of locations, from suburban shopping centres to city hubs.
The Pretoria store at Atterbury Lifestyle Centre, opened in October 2024, was one of the largest in its portfolio and also an instant success. By moving into Centurion, the company has strengthened its footprint in Gauteng, one of South Africa’s busiest retail markets.
Co-founder Alain Soriano previously said that their expansion is fuelled by “consumer demand for affordable shopping options” — a trend that shows no sign of slowing down.
What This Means for South African Shoppers
Best Before is reshaping how South Africans shop for groceries. By offering everyday essentials at lower prices than Checkers and Pick n Pay, the chain is helping families save money while still enjoying trusted brands.
For consumers, the arrival of Best Before means:
- More choice: Another competitive retailer to compare prices.
- Lower costs: Big savings on pantry staples and personal care products.
- Access to unique items: Imported products not found at mainstream supermarkets.
This competition could also push larger retailers to review their pricing strategies — a potential win for shoppers across the board.
Tips for Shopping at Best Before
If you’re considering trying Best Before, here are a few tips:
- Shop early for the best deals – Popular items tend to sell out quickly.
- Check labels carefully – Understand the difference between “best before” and “use by” dates.
- Stock up on essentials – Save on non-perishable items and household basics.
- Combine with your regular shopping – Buy discounted goods at Best Before and fresh items at your usual supermarket.
Also check: Walmart to Open Stores in South Africa
With its new Centurion Lifestyle Centre store, Best Before has firmly established itself as a major disruptor in South Africa’s grocery market. Its mix of affordability, trusted brands, and unique imported products is winning over shoppers from all walks of life.
As more South Africans look for ways to stretch their budgets, Best Before’s presence is likely to grow — and its competitors will be forced to take notice. For now, Centurion shoppers can enjoy a grocery experience that proves quality and affordability can go hand in hand.
Read more: Which Province Is the Most Expensive for Groceries in South Africa (2025)?
