Sainsbury’s sweetens in-store food offer

Sainsbury’s is trialling a partnership with luxury patisserie brand Patisserie Valerie, as part of its commitment to offer customers ‘a distinct and differentiated choice of quality food’.

Patisserie Valerie cakes are now available at patisserie counters in 12 Sainsbury’s stores at Balham, Finchley Road, Merton, Springfield, Cheadle, Kempshott, Chaddesden, Kimberley, Selly Oak, Sedlescombe Road, Wrexham and Oldbury.

The handmade cakes and pastries are made and delivered by Patisserie Valerie in the morning and sold in the brand’s presentation boxes by Sainsbury’s colleagues.

The supermarket chain also plans to build on its partnership with Sushi Gourmet. Following a successful 20-store trial, the retailer will roll out a further 30 sushi counters by the end of the year.

The 20 branded sushi concessions are in stores at Nine Elms, Merton, Godalming, Watchmoor Park, London Colney, Bagshot Road, Ladbroke Grove, Haywards Heath, Milton Keynes, Winchmore Hill, Water Lane, Burpham, Richmond, Wandsworth, Kidlington, Kiln Lane, North Cheam, Warlingham, Harrogate and Mere Green.

Sainsbury’s said customer feedback on the sushi counters already in stores has been very positive, with shoppers enjoying the opportunity to buy Japanese ‘food to go’. Sushi Gourmet’s sushi and teppanyaki is freshly prepared by sushi chefs in front of Sainsbury’s customers.

Sainsbury’s food commercial director Paul Mills-Hicks said: “These two trials are great examples of how we’re maximising our space to offer customers choice and convenience – and we know that working with high quality, trusted brands helps attract new customers to our stores.”

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