By Sarah Lax, Proposition Manager – Store Concept and Innovation
We’ve launched a new coffee shop partnership that’ll run as a trial in 10 of our food stores. It’s a really exciting project to give our customers new reasons to visit us and to help us better understand the role coffee can play in convenience.
Our partner Churchill Catering, as experienced restaurant operators, will run the coffee shops and, together, we’ll learn how a coffee offering works for our customers across different formats.
Most of the stores in our trial already have a coffee shop, so we’re trying out a different, improved offer. Some will just get a simple refresh so that we can get up and running, and learn quickly about what works best; others, including Ridgeway (pictured) are getting a complete refit and rebrand under the new name ‘& Coffee’. We’re also launching a brand new ‘& Coffee’ in our Holmfirth store to find out how adding a coffee shop can grow our customer offer.
Our Ridgeway store in Plymouth, was the first to get the full rebrand and refit to ‘& Coffee’ and customers are loving it so far. They’ve been delighted with the improved offer, locally-sourced products and tailored menus throughout the day. The free wifi and charging points are also popular – as a hub for the local community, it’s great that customers can hang out there, check their emails and recharge their batteries in more ways than one!
It’s great to work with the Churchill team. Together we’re creating a new customer offer that’s about more than just a great cup of coffee. We’re excited to see how the trials go!