Supermarket giant Asda has unveiled a new food-to-go store concept, designed to drive footfall by “providing great quality food-to-go options at an affordable price”.
The Asda Food Hub will be trialled in the grocers’ Leicester and Dagenham stores. It comprises a brand new concession at the front of these stores serving “barista-style coffees alongside premium grab-and-go options” like sandwiches and cakes prepared fresh in-store.
The food on offer will change throughout the day – offering breakfast, lunch and afternoon snacks, as well as “a host of exciting meal deals”.
Asda said the concept was “part of Asda’s broader strategy to become the UK’s number two supermarket”.
If the Asda Food Hub concept performs well, the retailer said it “plans to roll out further stores in the UK with a high footfall driven by the food-to-go mission”.
As part of the launch, Asda said it would be refreshing 10 of its pizza and hot food counters across its estate, including in Ipswich, Killingbeck, Havant, Haydon, Walton, Doncaster, Longwell Green and Gateshead.
Asda will also be updating its menu, adding new hot and takeaway pizza ranges.
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.
“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.”
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