Sainsbury’s has made a surprise move into the restaurant game with the launch of Fresh Kitchen, a new canteen-style cafe.

The retailer opened up the outlet on London’s Fleet Street this morning, a stone’s throw from its Holborn head office.

Fresh Kitchen sells a variety of hot and cold dishes, such as hot pork belly baps (rsp: £3.99), prepared fresh each day and served from behind a long counter by staff wearing fast-food style baseball caps.

The Sainsbury’s logo features on the black-themed fascia.

Sainsbury’s said it would divulge more information about the venture over the next few days.

But a Fresh Kitchen staff member said: “It’s the first one of its kind and [Sainsbury’s] are looking to open more of these.”

Last year it was reported that Waitrose was considering a £100m move for sandwich chain Eat, although no deal was agreed.

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Why would Price see a sarnie chain as good enough to Eat? (analysis; 3 April 2010)
Waitrose eyes £100m sandwich maker Eat (29 March 2010)