Asda is rolling out its McGee’s butchery concession to more stores across the UK after successful pilots at two Scottish outlets.

The supermarket started trialling McGee’s concessions in Scotland earlier this year following the success of the concept across its Northern Ireland estate.

Since the trial began, butchery counter sales at the two Scottish stores had increased eightfold, claimed David O’Neill, account director at Karro Food Group, which owns McGee’s. 

“The modern look and feel of the concessions, coupled with the quality, range, offers and freshness of products available, have ensured Asda customers are attracted to the instore counters.”

McGee’s opened its first concession in Asda’s Westwood store in 2009, and the concept has since been extended across the supermarket’s 16-strong store estate in Northern Ireland. 

Asda’s head of local sourcing for Northern Ireland and Scotland Michael McCallion said the supermarket was “delighted” with the ongoing success of McGee’s in Northern Ireland and during recent trials in Scotland. “Our aim was to introduce the traditional butchery ethos of service and expertise as part of the supermarket shop and this has been a huge hit with our customers. We look forward to rolling the concept out across the UK over the coming months.”