Mars Gulf and Choithrams have launched a competition challenging UAE residents aged 18 to 24 to reimagine what a convenience store should look like for their generation, with the winning concept set to be implemented in select Choithrams locations across the country.
Called It’s MY Z-Store, the competition runs from September to December 2026 and is open to teams of three to four participants. Entrants are asked to rethink the grocery shopping experience across areas including store layout, digital integration, sustainability, and community design. Applications close on 21 September 2026.
The competition is structured in four stages, each named after a Mars brand: Kellogg’s Knockout for team formation and initial concepts, Pringles Power-Up for mentorship sessions, Snickers Strategy for deeper development, and M&M’s Mega Finale for final presentations to a panel of senior leaders. A gamified bonus system called Bounty Coins rewards teams that go beyond the core brief.
Shortlisted teams will receive direct mentoring from Mars and Choithrams leaders during the process. The winning team will also receive an all-expenses-paid trip to the Mars London office, including a factory visit.
“The future of retail will be shaped by a generation with very different expectations of how, where and why they shop. Rather than trying to predict what Gen Z wants, we want to give them a seat at the table and the opportunity to show us. Together with our partner Choithrams, we’re creating a platform where fresh thinking can translate into real-world retail innovation, while giving our youth valuable exposure to how ideas move from concept to execution,” Ahmed Abdel Wahab, General Manager, Mars Gulf said in a statement.
“This generation doesn’t just want to be marketed to. They want to be involved in shaping what comes next. With ‘It’s MY Z-Store,’ we are inviting the next generation to co-create a retail experience that reflects their expectations today, while building the skills and confidence that will support them in the workplace tomorrow,” Himani Maharshi, People and Organization Director, Mars Middle East & Africa added.
“At Choithrams, we are committed to creating retail experiences that stay relevant to the communities we serve. This competition brings Gen-Z into the process in a meaningful way, giving them a platform to share fresh ideas while helping shape convenience stores that better reflect how young people shop today,” Rod Maxfield, Group Head of Marketing, Choithrams further explained.
“True retail transformation happens when leading FMCG brands and retailers move beyond traditional supplier relationships to co-create value. Partnering with Mars Gulf on ‘It’s MY Z-Store’ enables us to unite Mars’ global brand power and consumer insights with Choithrams’ agile retail ecosystem. Together, we are not just listening to the next generation of shoppers, we are building commercially viable, future-ready store concepts that drive mutual category growth,” Pankaj Sajnani, Commercial Head, Choithrams GCC said.
The initiative draws on Deloitte’s 2024 Gen Z and Millennial Survey, which found that more than 60 per cent of the Middle East’s population is under 30, with nearly half of UAE residents aged between 15 and 35. Mars and Choithrams cite these figures as the rationale for building a retail concept directly with, rather than for, younger consumers.
Participants can register now. Updates will be shared under #ItsMYZStore across both brands’ social channels.
