What would a grocery store look like if Gen Z were given the brief?
Mars Gulf and Choithrams are putting that question directly to young people in the UAE with “It’s MY Z-Store,” a nationwide competition inviting 18- to 24-year-olds to rethink the grocery shopping experience and turn their ideas into real retail concepts.
The competition, running from September to December 2026, asks teams of three to four participants to reimagine everything from store layouts and digital experiences to sustainability and community-focused design.
The proposition goes beyond a traditional student competition. Shortlisted teams will work with mentors from Mars Gulf and Choithrams, giving participants the opportunity to understand how creative ideas are developed, tested and turned into commercially viable concepts.
From idea to actual store
The winning concept won’t simply remain on a presentation deck.
Elements of the winning idea will have the opportunity to be brought to life at select Choithrams stores across the UAE, giving the young participants a chance to see their thinking translated into a real retail environment.
Ahmed Abdel Wahab, General Manager of Mars Gulf, said the initiative is designed to give young consumers a direct role in shaping the future of retail.
“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,” he said.
The competition also aims to expose participants to the business realities behind innovation, including feasibility, commercial considerations and execution.
Four stages, five familiar brands
The challenge is divided into four stages, each taking its name from a Mars brand.
Kellogg’s Knockout kicks off the competition with team formation and initial concepts, followed by Pringles Power-up, where shortlisted teams receive mentorship from Mars and Choithrams experts.
During Snickers Strategy, participants develop and refine their concepts before reaching the M&M’s Mega Finale, where the finalists present their ideas to a judging panel of senior leaders and decision-makers.
Adding a gamified element, participants can also collect Bounty Coins by completing additional challenges and going beyond the core brief.
More than a retail challenge
For Mars and Choithrams, the initiative comes at a time when younger consumers are increasingly influencing how brands think about shopping, technology and customer experiences.
Himani Maharshi, People and Organization Director at Mars Middle East & Africa, said the competition is intended to move beyond simply marketing to Gen Z by involving young people in creating the experiences they want.
Choithrams is similarly positioning the initiative as an opportunity to bring young consumers into the retail design process.
Rod Maxfield, Group Head of Marketing at Choithrams, said the competition would help the retailer understand how young people shop while giving participants a platform for their ideas.
For the winning team, there is also an international opportunity: an all-expenses-paid trip to Mars’ London office, including a factory visit and city tour.
Applications are now open to eligible UAE residents aged 18 to 24, with the deadline set for September 21, 2026.
If the grocery store of the future feels like it should look very different from the one you visit today, this is your chance to design it.
