UK supermarket chain Asda has launched a new food-to-go concept as it aims to drive more footfall across stores.
Dubbed Asda Food Hub, the company will initially test the new concept at its Leicester and Dagenham stores.
The hub will be located at the front of stores, offering barista-style coffees and grab-and-go options such as sandwiches and cakes.
In addition, the retailer will transform counters at Doncaster, Gateshead, Havant, Haydon, Ipswich, Killingbeck, Longwell Green and Walton, to align with the Asda Food Hub brand.
Asda said that it will also update the menu by adding new dishes, including a hot pizza range.
An Asda spokesperson said: “We’re incredibly excited to be launching Asda Food Hub and bringing the hot food counters at some of our stores a makeover in line with this experience. We’re always looking for ways to give shoppers more quality choices at affordable prices and the new Asda Food Hub is a great example of us investing in our stores to be able to provide that for shoppers.
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“We also know how much customers already love our pizza counters so are pleased to be able to elevate this offering, giving our customers easy solutions that rival restaurant and takeaway quality, without the hefty price tag.”
The retailer plans to roll out the concept to further stores in the UK subject to its performance during the trial.
Last month, the supermarket chain partnered with Avery Berkel and Hanshow to optimise its retail operations and customer shopping experience.