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Waitrose to roll out in-store cafes with wines by the glass

Published:  16 April, 2014

Cafés selling wine by the glass, deli foods and gourmet cheese could become the new norm across the multiple grocers, as Waitrose tests new café formats including a grazing area.

Cafés selling wine by the glass, deli foods and gourmet cheese could become the new norm across the multiple grocers, as Waitrose tests new cafe formats that include a grazing area.

New Waitrose stores - one in Keynsham, Somerset and the another opening near Swindon on May 2, 2014 - have a new food outlet format and are testing a fresh juice bar and a wine tasting area concept. If the new store formats are successful they could be rolled out across the country.

Waitrose's communications manager Jess Hughes told harpers.co.uk: "We've been developing our hospitality offer for a number of years. For example, we've now got cafés in more than 109 Waitrose branches, which is double what we had five years ago. As part of this strategy, we will continue to open cafés but we're also exploring the idea of having separate 'grazing areas'. Because we're in the trial phase we can't currently say whether, where or when the new concepts will roll out."

The grazing areas will have seating and tables next to the deli and the bakery, where customers will then have the opportunity to try smaller amounts of gourmet products before buying.

There will be continental-style offerings including a platter of ham, cheese and artichokes with a glass of wine for £7.50. Hughes said: "We've been trialling wine tasting areas in our Kingston, Cambridge and Keynsham branches and the latter recently opened with a food platter offer from the deli counter."

Marks & Spencer is also testing a similar concept in its stores, while upmarket Whole Foods was one of the early pioneers of in-store deli and cafe areas for shoppers to sit and enjoy a glass of wine.

Tesco just annouced it would up its focus on casual dining, opening 100 new outlets in-store in the coming year. 

Multiple retailers who have not engaged in recent price wars to attract consumers are trying different store formats and product offerings to differentiate themselves in the market. The new cafes in-store is another way of making going to the supermarket less of a chore and more of an enjoyable experience in the hope that it will generate more footfall.

The line between the on and off-trade has become more blurred in recent years. Several independent merchants across the UK have a wine shop, but also offer small plates of meats and cheeses and an option to have a glass in the shop. Corks Out, the Hangingditch, Cambridge Wine Merchants and Vagabond Wines currently offer retail wine sales as well as the option to drink wine on-site with a food accompaniment.

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