Safeway has left its competitors behind with its revolutionary Cafe Fresco in-store restaurants, according to Fresco business development manager Julia Hatcher.
She added: "No-one else can match what we have done, we have moved foodservice on in retail, while other supermarkets are still deciding what their strategy is."
Safeway has benchmarked the Fresco offer, launched last year, against "best in class" food outlets ­ including Starbucks and Costa for coffee and McDonald's for kids food.
It will have launched 16 restaurant style Cafe Frescos and eight compact Fresco Expresses by the end of October, rolling out the offer as it refits stores.
The licensed restaurant style Cafe Fresco offer includes a salad bar, a grill bar, juice bar, a crepe bar and five rotating main meals as well as a popular breakfast menu. Fresco Express carries a reduced menu.



in a smaller footprint.
Hatcher said: "Percentages of customers using the in­store restaurant is up at Fresco sites."
She added: "Our competitors are not licensed, although Tesco is experimenting at one site."


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