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Tesco Chester

• Tesco have introduced a 1500 sq ft “concept store” for Food to Go in their Chester city centre store

• The following observations were made in a visit on 17th Sept 2012 at lunchtime (13:30)

• The following comments are my spontaneous impressions and not the result of any in-depth research or ‘inside knowledge’

• Note that the main store is unusual in that it is a large city centre outlet with integrated car park- not sure how replicable this is as a test.

Tesco Chester

Retail Week photo and article here:http://www.retail-week.com/stores/in-pictures-tesco-opens-food-to-go-shop-in-shop/

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Tesco Chester;Food to Go Concept

“Shop within a shop”. Costa Coffee is adjacent. Easy in & out.

Sandwiches and crisps furthest from till Daypart is the concept

Tesco Chester;Food to Go Concept

Instore baked goods, pies, pastries, Costa Vend and

Krispy-Kreme unitWater, confectionery, wine,

crisps…uninspiring but familiar

Tesco Chester;Food to Go Concept

Bowl salads on endFruit, yoghurt, smoothies,

breakfast items still on sale

Tesco Chester;Food to Go Concept

Meat & cheese portions, olives, bread rolls Olives, salad bar, loose fruit.

Tesco Chester;Food to Go Concept

Tesco Chester;Food to Go Concept

Hot counter- pies, pizza, pastries, deli chicken

Tesco Chester;Food to Go Concept

• The only NPD I could find

• Finest Wrap Salad• £3.50• With fork• Eats very well-

substantial• 3 Varieties

– Mexican Chicken and Bean

– Vietnamese King Prawn– Chicken Tikka

• My takeouts:– It’s a merchandising concept for a city centre store– Attractive layout, spacious– “Separate store” approach - own checkouts– Very little innovation in range

• Wrap Salads• Branded concessions

– Sandwiches, Crisps and Soft Drinks still the staple and uninspiring

– All dayparts merchandised at lunchtime• Do they re-merchandise?

• What was missing?– Meal pots/heat to eat concepts– Heat to Eat generally– Volumes of leafy salads– Service, theatre

Tesco Chester;Food to Go Concept

• Centre Aisle– Breakfast items;

• Fruit, yoghurt, pastries, smoothies– Salad & Olive Bar

• Recipes described as “Tenderleaf”– Picnic components

• Hot– Pizza, slices– Wraps– Pies, Pastries– Deli Chicken

• Bakery– Pastries

• Costa• Krispy Creme

• Cabinets– Meal Deal

• Sandwiches, Wraps, Crisps, Drinks

– Wraps and Finest sandwiches– Noodle meal– Meal salads (M&S Style)

• Small, Large– Finest protein based salads – Layered Salads– Chicken/Pasta Salads– Sushi– Wrap Salads

Tesco Chester;Food to Go Concept-Range

MIH, Make Innovation HappenMIH, Make Innovation Happen

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