asda cafe twisted

In 2020, Asda went into partnership with Twisted London, allowing the trendy brand to take over one of its biggest cafés 

Supermarkets and restaurant brands are evolving their approach to create exciting new omnichannel foodservice partnerships around the world. So what’s worked and what hasn’t?

Tim Cook, UK managing partner at OC&C Strategy Consultants, will offer a whistlestop tour of some of the most interesting and successful executions from the likes of the US, France, China and India in tackling the omnichannel foodservice opportunity, at a new conference organised by The Grocer.

The Omnichannel Foodservice Conference, on 9 November, features a wide range of speakers examining the convergence of supermarkets, food to go, restaurants and rapid delivery in the UK, but Cook will offer a unique global perspective through his work with clients around the world to share what’s worked and what hasn’t, assessing the latest trends from concessions and kiosks, to the evolution of delivery hubs, dark and shared kitchens, and the role of virtual brands.

Also offering an international perspective will be:

  • Richard Hodgson, the former Asda, Morrisons and Waitrose commercial director. As CEO of Yo! he’s transformed the economic model of the sushi business in the UK and the US, tapping into the scale and reach of supermarkets to drive stunning success.  
  • David Laskowski, CEO of Picadeli, the high-tech salad concession business that’s captured the imagination of shoppers in Europe and the US. 

The conference will also examine the emergence of new trends and new partnerships involving supermarkets and restaurant businesses in the UK, with speakers from the likes of Boparan, Just Eat, as well as a host of leading restaurant brands, including PizzaExpress, Leon, Itsu, Coco di Mama and Pret.  

The levels of collaboration between foodservice brands and supermarkets were unprecedented, said Adam Leyland, editor-in-chief of The Grocer. “Supermarkets have been working with restaurant brands for years, but not like this. Whether it’s the pandemic, or techology, or the proven value and theatre of restaurant, fast-food and coffee shop brands, we’ve seen all the supermarkets working more and more closely with restaurants, foodservice operators and delivery companies on exciting solutions to modern trends. 

“From Sainsbury’s (with Boparan Restaurant Group), to Asda (with Leon and Twisted London), from Iceland (with TGI Friday and Greggs), to M&S (with Costa Coffee) and now Waitrose (with Caffe Nero), there’s been a constant stream of innovative new partnerships struck in recent years. And that’s on top of all the work that supermarkets have been doing with fast-food operators like McDonalds and Greggs, as well as upmarket concessions from the likes of Yo! and Picadeli.

“These moves are part of a dynamic reimagining of retail to tap into on-the-go, street food and takeaway trends, and to make maximum use of the space and footfall draw of the supermarkets. But there’s a natural tension between supermarkets, restaurant groups, technology firms and delivery companies also over how to execute a successful partnership.

”The Omnichannel Foodservice conference will explore how these partnerships can work most effectively, drawing on a wide range of experts in the UK, while offering a crucial international perspective too.”  

The conference will also examine restaurant grocery product innovation, direct to consumer and ecommerce models, and the role of technology in facilitating and driving consumer behaviour in omnichannel foodservice, while also drawing on exclusive data on the growth of the sector. 


For more information, including tickets, speakers and the full programme see