Safeway aims to attract diners

Safeway is rolling out a new restaurant concept, called Café Fresco. The supermarket plans to roll out up to 40 cafés in stores during the next two years as it continues the refurbishment of its 500 UK stores.

Safeway is rolling out a new restaurant concept, called Café Fresco.

The supermarket plans to roll out up to 40 cafés in stores during the next two years as it continues the refurbishment of its 500 UK stores.

The cafés will sell alcohol and open beyond normal shopping hours to attract diners looking for a “more intimate meal”.

The café theme follows concepts such as a pizza oven, grill bar and fresh pasta counter, which have been introduced in 50 stores nationwide.

Kevin Hawkins, director of corporate communications, says supermarket cafés “got frozen in time” but the market has now moved on.

He adds: “It is about changing lifestyles. People want convenience food that is not junk.

“People will drive or walk somewhere if they can get good quality food. It is quite conceivable people will look at the café as a restaurant.”

Café Fresco will seat 150 diners, and feature soft lights, ceramic tiling and wooden floors extending to an outside terraced area in certain stores.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here