Aldi opens Christmas pop-up restaurant in London

Date : 05 December 2013

Aldi has teamed up with Michelin award-winning French chef, Jean-Christophe Novelli, to host a unique pop-up restaurant at private members' club Home House in London to show off its Christmas range.

Discount retailer serves meals to enhance quality credentials

The restaurant experience in London, held on Wednesday 4th December, consisted of a four meal course created with Aldi's products and cooked by Jean-Christophe Novelli. The main messages from Aldi behind the event are quality and value with the retailer serving festive meals costing £17.90 per head. The retailer has said shoppers can be confident with its food quality with products being sourced from 'the best food and drink producers around'. In addition, Aldi has collaborated with Master of Wine, Sarah Jane Evans, to give its customers a comprehensive guide to matching cheese and wine as part of a broader Christmas quality push.

Aldi set for another successful Christmas

Following its very strong double-digit growth last Christmas we are expecting to see similar positive results from the discounter this year. From the strong Christmas advertising and pop up restaurant, Aldi is trying hard to replicate success and excite customers this season with its festive range, which also this week includes a new range of skiwear for the whole family, showing the retailer's broadening customer base. 

More retailers follow the trend for pop-up restaurants

Aldi's new restaurant initiative comes only two months after Lidl launched a pop-up gourmet restaurant for a three-week period in Sweden called Dill, run by celebrity chef Michael Wignall.

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