Get on your bike for wheely great discounts in Magdalen Road!

A group of independent traders in Exeter’s Magdalen Road have come up with a scheme to encourage cyclists to visit their shops.

The idea for the ‘All You Need is Local’ campaign arose after a temporary one way system was introduced as part of Exeter City Council’s ‘pop up’ improvements to give better access to walkers and cyclists.

The businesses taking part are Nourish Zero Waste, Smith’s Wines, The Sandwiched Inn, The Common Beaver and Ben’s Farm Shop, with more expected to join as the campaign gathers pace. Throughout July, cyclists will enjoy a 5% discount at the first four, with Ben's Farm Shop offering double loyalty points.

Sarah Martin, owner of packaging-free provisions store Nourish Zero Waste says “While the measures have been put in place for Covid-19 safety to facilitate social distancing, it also means the area is much more accessible for cyclists.

“As green minded businesses we are all pleased to support customers happy to get on their bikes!”

Charlie Stead of coffee shop The Common Beaver adds “One of the unexpected silver linings of the pandemic seems to be more exercising and more cycling. We are keen to encourage sustainable and safe travel through this discount to cyclists.”

In 2018, Magdalen Road was named by the Guardian as one of the top 10 coolest shopping districts in the world for its range of independently run shops, which are working hard to keep providing their services during the pandemic.    

The reaction to the campaign from cyclists has been positive, as cyclist and environmental activist Caspar Hughes explains: “Since the Council’s Coronavirus active transport measures have been put in place on Magdalen Rd we've started visiting more regularly.

“A discount at one of our favourite shops in Exeter is extra incentive - Nourish has been keeping me out of supermarkets since 2018!”