Talk of the town: New-look Four Square opens in Fitzroy

30 November 2023 

Owners Tim and Fiona Jackson with their children cutting the ribbon_Four Square Fitzroy

Taranaki local family Tim and Fiona Jackson, owner operator of the new-look Four Square Fitzroy, cutting the ribbon on the opening.


Four Square Fitzroy by the numbers:

  • 12 new roles created

  • 250 sqm of shopping space

  • 4,000 products

  • Four aisles

  • Five check outs, including two self-check outs

  • Five car parks

A new-look Four Square, owned and operated by Taranaki local family Tim and Fiona Jackson opens today on Devon Street East in Fitzroy - a hop, skip and jump from Fitzroy Beach and just in time for the bustling summer season.  

The new-look Four Square store, the first one of its kind in Taranaki, brings a refreshed, ultra-contemporary design to the 99-year-old brand, while still maintaining its classic ‘Cheeky Charlie’ persona.  

Offering freshly made Flight barista coffee, hot chicken and chips as well as over 4,000 products spread across four aisles, the store employs 12 Taranaki locals, including four duty managers and two baking and production team members.

Tim, who moved to Taranaki from Wellington in 2004 as owner operator of Four Square Blagdon, says that he thinks locals will be really impressed by the new look store and what’s on offer.  

There’s something here for everyone to enjoy and we’ve reached out to the community to get a sense of what kinds of products they want, and we’re always open to adding more.  

“The store’s new design, with self-checkouts and fresh food options will, I think, surprise those that haven’t come across the new-look Four Square yet.

“It’s been really heartening to hear from so many locals who’ve already stopped by to say hello and that they’re looking forward to having us open and how needed the store is for the community,” he says.

For Tim’s wife Fiona, who grew up in New Plymouth not far from where the store is located, says it’s nice to be so near to where she spent her childhood. She even filled in as a casual staff member in the store’s current location as a teenager, helping out when it was a fruit and vege grocer in the 1990s.

“It’s very surreal to come back to Fitzroy, a place that has many memories for me, and we’re both looking forward to being a big part of the community here,” she says.

20231130 Four Square Fitzroy store front

Four Square Fitzroy is the 9th new site opened by Foodstuffs North Island in 2023, and the seventh Four Square, following Four Square Britomart Downtown Auckland, Mount Maunganui and Waverley which have all opened over the past three months.  

Foodstuffs North Island Chief Executive, Chris Quin says the new Four Square Fitzroy is a great example of how the co-op and its members are investing in its changing communities.

“Our co-operative is 100% New Zealand owned and operated, and every year we invest about $100 million into building new stores and redeveloping older stores to ensure Kiwis in every community across the motu have access to fresh food and essentials right on their doorstep.”

Each new Four Square has been built to the latest specifications, which Foodstuffs is rolling out nationwide. This new format prioritises fresh produce, technology and competitive prices.

“Each store is designed, configured and stocked based on its local community. While the brand experience needs to be consistent across Four Square stores, each location has its own unique needs and customer shopping habits that its local owner caters for,” says Quin.

Four Square Fitzroy is located at 529 Devon Street East and will be open 7am-8pm, Monday to Friday, and 8am – 8pm Saturday, Sunday, and public holidays.