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.

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