He is the second senior executive to defect from Musgrave – which runs Londis, Budgens and Supervalu chains – to rival Conviviality in four months.
Finance director Julie Wirth left in August to become chief financial officer at Musgrave.
Burchell has spent 25 years in retail and held several senior positions at Musgrave. He said he hopes to “leverage his experience to drive the business forward”.
Diana Hunter, chief executive at Conviviality, which also owns Wine Rack, Thorougoods and Select convenience stores, said: “Since its flotation in July 2013 the business has performed well, and the addition of an experienced commercial director such as Burchell is an important step for the Company as it develops and executes its growth strategy. “