UK retailer Waitrose has announced the launch of the 50th fresh sushi counter in its stores. The new counter was installed in cooperation with Sushi Daily in an outlet in Hitchin, Hertfordshire.
With the introduction of its first counter in a Battersea outlet in November 2015, Waitrose became the first UK national supermarket to offer freshly-made sushi in its stores. The counters are part of the supermarket’s plans to reflect the needs of the modern day shopper by providing convenient food and drink to take away or eat in store.
Successful Concept
In the last six months, the retailer has opened more than 20 counters in its stores and announced plans to add up to 25 more by the end of January 2018.
The new launches saw sushi counter sales at Waitrose grow by more than 23% from February to April 2017.
“Sushi Daily counters add so much to our shops,” said Anthony Wysome, head of store development for Waitrose. “The quality, freshness, and theatre of the offer has intrigued and excited our customers everywhere we’ve added it.”
“We’re delighted to have been able to expand this offer so quickly. Along with other successful new concepts like our wine bars, sushi helps us go beyond being just a supermarket to a place that provides great food and a vibrant, social atmosphere where you can enjoy it.”
Rise In Popularity
Each Sushi Daily bar is headed by a team of sushi artisans, who prepare a range of hand-made sushi and maki fresh in store daily. Waitrose announced different new types of sushi to be added to the range this summer.
The retailer said it delivered the fastest roll-out programme SushiDaily has experienced in the ten countries in which the firm now operates, with Canary Wharf, Waitrose’s largest store, delivering one of the highest turnovers in sales of sushi among more than 600 counters Sushi Daily operates throughout Europe.
“Sushi’s popularity is undoubtedly on the rise,” said Daniel Coole, UK and Ireland Managing Director of KellyDeli, Sushi Daily’s parent company. “The number of bars and the range available has ensured it’s more accessible than ever, but what has enabled Waitrose to deliver our fastest ever roll out is that sushi is meeting the needs of more and more people”.
“Customers want to have a choice and to be inspired while seeking something convenient and healthy. That they can also see their food being freshly handmade in front of them by skilled chefs using quality ingredients means sushi really appeals - and not just as lunchtime option, but increasingly for dinner.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Larissa Zimmer. Click subscribe to sign up to ESM: The European Supermarket Magazine.
