Asda has opened a café bar and restaurant - the first of its kind within the chain - that includes table service and serves a range of premium fresh foods all found in its aisles.
The upmarket eatery, complete with leather seats and meals cooked in an open ‘Chef’s Theatre’ kitchen, was unveiled at the opening this week of its biggest store to date - a 110,000 sq ft store in Milton Keynes.
Tim Sparrow, general manager, said: “This is a big step change in supermarket restaurants and a first for Asda.
“Everyone has worked hard to get the store ready, and we hope customers will be impressed.” Along with simple menu items such as baked potatoes, paninis and soups, daily specials, such as tuna steak on a bed of minted potatoes, are prepared for a flat price of £4.
The menus on offer sometimes incorporate prepared sauces and ingredients from Asda’s Extra Special range. Customers can watch as their meal is freshly cooked to order.
A spokesman added: “The aim is to provide fantastic restaurant-quality food at great value in a stylish environment, bringing the customer the very best of Asda’s food. It not only complements our offering, but brings it to life.”
The restaurant has been tailored to family visits, with large round tables and comfortable seating intended to create a sociable atmosphere.
Children’s chairs are also provided. A children’s menu will include prepared products from Asda’s healthy children’s brand Great Stuff meals, which will be priced at £2.00.
Roll out of elements of the new concept restaurant and café bar will now take place across the store estate in order to improve existing restaurants.
An Asda spokesman said that it was expecting more than 60,000 customers through the doors of its Milton Keynes store in its first week of trading alone.
With more than 19,000 sq ft of dedicated retailing space, Asda intends its George brand to be the store’s biggest pull, along with an extended range of accessories and also a sportswear shop.
The store will also stock ski-wear in the winter and camping equipment in the summer, as well as a year-long range of home furnishings.