Safeway is preparing to launch a new supermarket café concept in its High Wycombe store. The concept ­ known internally as Café Fresh' ­ is still being developed but will be unveiled after Christmas. A spokeswoman said: "It will offer a lot more fresh product that may be prepared on the spot. We are trying to attract more people into the restaurant not only during the day but evening as well." She said High Wycombe was seen as a trial and there were no plans for a roll out. Safeway has still to settle on a brand for the new café ­ and is running an internal competition to find a suitable moniker. The spokeswoman added: "It will have a name that will separate it from a bog standard coffee shop in a store." {{NEWS }}