Sales at Eat17’s store in Walthamstow have grown by 35% after it expanded its retail range and added a new eat-in concession.
Following a £140,000 refit, the retailer has added 500 more lines, mainly across chilled, including a new deli selection spanning fresh bread, cheese, and cured meats.
It works with a range of premium local suppliers and Spar for “everyday value products”.
A new butchers counter, supplied by Morgan’s Butchers, has also been added as part of the refit, offering a range of free-range meat including ribeye steak, toulouse sausages, and iberico pork.
“Our focus is to stock high-quality products that you don’t find in supermarkets, but work with suppliers like Spar to bring in a more value-led proposition,” Eat17 co-founder James Brundle told The Grocer.
“We want to be a shop for everyone. Since doing the extension, it’s also allowed us to offer a bigger variety for shoppers looking to do their weekly shops as well as those looking to treat themselves.
“We’ve also been able to remerchandise everything to open up the store, allow everything to breathe, and display it all properly.”
The renovation has also seen the retailer replace the on-site Eat17 restaurant with The Good Egg eat-in concession.
It offers breakfast, brunch, and lunch dishes inspired by Middle Eastern flavours, such as Green Shakshuka, Babka French Toast, and Chicken Tahini Caesar.
Eat17 continues to run a café at the store, offering hot drinks, pastries, and freshly made pizzas at lunchtime, which “fly out”. The store is now serving 10,000 customers a week, it added.
The retailer said business across its other two stores in Hackney and Bishop’s Stortford were trading well. The former site offers a more retail-led proposition while Bishop’s Stortford provides a range of street food concessions.
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