we help our clients innovate faster and more effectively through quality idea generation
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We help our clients innovate faster and more effectively through quality idea generation and rapid concept evaluation. Tesco Chester. Tesco have introduced a 1500 sq ft “ concept store ” for Food to Go in their Chester city centre store - PowerPoint PPT PresentationTRANSCRIPT
We help our clients innovate faster
and more effectively through quality idea generation and rapid concept evaluation.
Tesco Chester
• Tesco have introduced a 1500 sq ft “concept store” for Food to Go in their Chester city centre store
• The following observations were made in a visit on 17th Sept 2012 at lunchtime (13:30)
• The following comments are my spontaneous impressions and not the result of any in-depth research or ‘inside knowledge’
• Note that the main store is unusual in that it is a large city centre outlet with integrated car park- not sure how replicable this is as a test.
Tesco Chester
Retail Week photo and article here:http://www.retail-week.com/stores/in-pictures-tesco-opens-food-to-go-shop-in-shop/
5039213.article
Tesco Chester;Food to Go Concept
“Shop within a shop”. Costa Coffee is adjacent. Easy in & out.
Sandwiches and crisps furthest from till Daypart is the concept
Tesco Chester;Food to Go Concept
Instore baked goods, pies, pastries, Costa Vend and
Krispy-Kreme unitWater, confectionery, wine,
crisps…uninspiring but familiar
Tesco Chester;Food to Go Concept
Bowl salads on endFruit, yoghurt, smoothies,
breakfast items still on sale
Tesco Chester;Food to Go Concept
Meat & cheese portions, olives, bread rolls Olives, salad bar, loose fruit.
Tesco Chester;Food to Go Concept
Tesco Chester;Food to Go Concept
Hot counter- pies, pizza, pastries, deli chicken
Tesco Chester;Food to Go Concept
• The only NPD I could find
• Finest Wrap Salad• £3.50• With fork• Eats very well-
substantial• 3 Varieties
– Mexican Chicken and Bean
– Vietnamese King Prawn– Chicken Tikka
• My takeouts:– It’s a merchandising concept for a city centre store– Attractive layout, spacious– “Separate store” approach - own checkouts– Very little innovation in range
• Wrap Salads• Branded concessions
– Sandwiches, Crisps and Soft Drinks still the staple and uninspiring
– All dayparts merchandised at lunchtime• Do they re-merchandise?
• What was missing?– Meal pots/heat to eat concepts– Heat to Eat generally– Volumes of leafy salads– Service, theatre
Tesco Chester;Food to Go Concept
• Centre Aisle– Breakfast items;
• Fruit, yoghurt, pastries, smoothies– Salad & Olive Bar
• Recipes described as “Tenderleaf”– Picnic components
• Hot– Pizza, slices– Wraps– Pies, Pastries– Deli Chicken
• Bakery– Pastries
• Costa• Krispy Creme
• Cabinets– Meal Deal
• Sandwiches, Wraps, Crisps, Drinks
– Wraps and Finest sandwiches– Noodle meal– Meal salads (M&S Style)
• Small, Large– Finest protein based salads – Layered Salads– Chicken/Pasta Salads– Sushi– Wrap Salads
Tesco Chester;Food to Go Concept-Range
MIH, Make Innovation HappenMIH, Make Innovation Happen
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