Asda is to roll out McDonald’s-style digital ordering screens across more than 180 cafés as it looks to modernise its offer and make in-store eating a point of difference.
The supermarket announced today the screens, as well as technology allowing café visitors to order food from their tables using QR codes, would be a key ingredient of a £10m refresh programme overseen by Compass Group.
The Grocer revealed in March that Asda was relaunching its in-store cafés across the UK under the new ‘Asda Kitchen’ brand, with the first having been unveiled in a £2m revamp of its Pilsworth store in Bury, Greater Manchester.
However, it has emerged Asda has dropped its name from the makeover, with the brand now simply known as The Kitchen.
The next five stores receiving a makeover will be revamped this week, with Asda stores in Livingston, Glenrothes, Hamilton, Huntly and Edinburgh all getting the new screens and other features.
Asda boss Allan Leighton has made an overhaul of its cafés part of his turnaround strategy, telling The Grocer in March: “We are investing in ours while everyone else is closing theirs,” in reference to moves by the likes of Sainsbury’s and Morrisons.
The supermarket said it hoped the new look and feel would bring a more relaxed “coffee shop vibe” to the cafés. It stressed that customers who did not want to use machines would also always be able to order from a store colleague at the counter.
“Cafés are an important part of the shopping experience for many of our customers, and this significant investment alongside allows us to bring a new look and feel, as well making improvements to the service and a refresh of the menu,” said Ian McEvans, vice president of commercial food at Asda.
“We have continued to demonstrate our commitment to our cafés over the years with popular deals like the Winter Warmer and Kids Eat for £1 meal deals, and this investment marks another exciting milestone moment for us on our journey and underpins our continued commitment to ensuring Asda is set up for long-term success at the heart of communities.”
Compass Group MD Andrew Jones added: “It’s great to continue our long-standing partnership with Asda, expanding to work across more stores and enhancing the offer with a significant rebrand and investment.
“The upgrade programme is set to introduce new technology, menu innovations and a new look and feel within the cafés. We look forward to getting started and our continued work together to serve the Asda customer.”
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