Retailers not traditionally associated with food are entering the growing food-to-go market.
- Fortnum & Mason launched its inaugural café counter in its flagship location.
- Holland & Barrett expanded its unique café offering with a new location.
- Hotel Chocolat introduced its first bakery and hot food concessions.
- WHSmith opened a new café format as part of its food-to-go expansion.
- Ralph Lauren’s coffee concept has transitioned from pop-up to permanent.
Driven by potential growth, several retailers are venturing into the food-to-go market, which IGD projects will reach £23.4 billion by 2027. Traditional retailers like Fortnum & Mason have joined the fray, with Fortnum & Mason opening its first-ever café counter in its Piccadilly flagship. The counter adds to the store’s Bagel Bar and offers various beverages and pastries. According to Fortnum & Mason’s fresh buyer Zoe Norman, the move is aimed at enhancing their offerings to cater to a broader customer base, acknowledging the growing popularity of their lunchtime options.
Holland & Barrett has also stepped into this arena, opening its second café concession in London Victoria Street, following the success of its Birmingham outlet. Its H&Bean service, launched initially in Birmingham, features distinctive drinks like ‘Calm Latte’, which includes matcha, coconut milk, ashwagandha, and vitamin B3. These beverages aim to bolster energy and reduce fatigue, aligning with the retailer’s health and wellness ethos.
Not to be left behind, Hotel Chocolat has furthered its food-to-go presence by introducing bakery and hot food concessions. While it already offers ice creams and drinks across numerous locations, it expanded its offerings at select Yorkshire sites with items inspired by its restaurant menu, including sweet and savoury selections like Chocolatier’s Carrot Cake and Caribbean Chicken Curry.
WHSmith has been proactive, launching Smith’s Kitchen café in Princess Anne Hospital in Southampton. This move follows the introduction of its Smith’s Family Kitchen line, and the café offers a mixture of hot beverages and fresh foods. The new format has contributed to ‘record weeks’ of food sales, according to managing director Andrew Harrison, and signals ongoing expansion with new brand partnerships.
Ralph’s Coffee by Ralph Lauren transitioned from a temporary pop-up in 2019 to a permanent presence adjacent to its New Bond Street store. The café remains popular for its coffee, espressos, teas, and sweets, further entrenched by a second location in a 1965 Citroen truck at Bicester Village.
These initiatives indicate a strategic shift by retailers to diversify and capitalise on the burgeoning food-to-go market.
