Designed to take the try before you buy' concept to new levels, the new Sainsbury's Market at Bluebird in London's King's Road is an unusual cross between a luxury department store foodhall, a street market (albeit a rather stylish one designed by Conran and Partners) and a supermarket.
Olive bars and artisan loaves aside, however, this is not a case of pandering to foodies in the swankier parts of London with concepts that won't work in more than a handful of stores, emphasises MD Stuart Mitchell. "This is a testbed for ideas and products that can be rolled out across the estate. Managers [at other stores] are already asking when they can get the new lines in."
All the basics milk, baked beans, breakfast cereals and teabags are also on sale, and if the fruit and veg tends towards the exotic with a baffling range of horned melons, kumquats, rambutan and jackfruits (at a cool £25 a time), accompanying notes are available telling customers how to prepare the food. And if you are still unsure what to do with a jackfruit, you can take it to the resident chef who will cut one up there and then and demonstrate how to cook it, says Mitchell.
Housed in a stylish cook and taste' area located next to the entrance, the chef is available throughout the day to knock up new dishes and help customers plan meals and dinner parties.
Serveover counters for fish, meat, cheese, luxury patisserie, chocolates, breads, olives and gourmet treats from stuffed vine leaves to king scallops wrapped in pancetta are also staffed by experts encouraged to engage with customers at every opportunity, says future stores manager Diana Hunter. "This is all about empowering staff and sharing our passion for food."
Sampling is organised daily, while signage throughout the store encourages interaction with staff through a series of friendly injunctions, "Try our English wineAsk our butcher about"
The store stocks more than 650 new products sourced by former Harrods and Harvey Nichols buyer Simon Kilgour-Miller, including 100 new meat products, 20 new salads, 40 new cheeses and almost 50 new dishes ready to take home and cook that evening.
"We wanted a site where we could demonstrate our passion for food," says Mitchell. "This is a real opportunity for us to stretch our brand."
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Olive bars and artisan loaves aside, however, this is not a case of pandering to foodies in the swankier parts of London with concepts that won't work in more than a handful of stores, emphasises MD Stuart Mitchell. "This is a testbed for ideas and products that can be rolled out across the estate. Managers [at other stores] are already asking when they can get the new lines in."
All the basics milk, baked beans, breakfast cereals and teabags are also on sale, and if the fruit and veg tends towards the exotic with a baffling range of horned melons, kumquats, rambutan and jackfruits (at a cool £25 a time), accompanying notes are available telling customers how to prepare the food. And if you are still unsure what to do with a jackfruit, you can take it to the resident chef who will cut one up there and then and demonstrate how to cook it, says Mitchell.
Housed in a stylish cook and taste' area located next to the entrance, the chef is available throughout the day to knock up new dishes and help customers plan meals and dinner parties.
Serveover counters for fish, meat, cheese, luxury patisserie, chocolates, breads, olives and gourmet treats from stuffed vine leaves to king scallops wrapped in pancetta are also staffed by experts encouraged to engage with customers at every opportunity, says future stores manager Diana Hunter. "This is all about empowering staff and sharing our passion for food."
Sampling is organised daily, while signage throughout the store encourages interaction with staff through a series of friendly injunctions, "Try our English wineAsk our butcher about"
The store stocks more than 650 new products sourced by former Harrods and Harvey Nichols buyer Simon Kilgour-Miller, including 100 new meat products, 20 new salads, 40 new cheeses and almost 50 new dishes ready to take home and cook that evening.
"We wanted a site where we could demonstrate our passion for food," says Mitchell. "This is a real opportunity for us to stretch our brand."
{{ANALYSIS }}
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