California-based Save Mart is partnering with a leading local chef in a take-over of its in-store restaurant at its flagship store.
Restaurant take over
The store in Modesto is partnering with John Surla, who leads one of the city’s leading restaurants, Surla’s. Save Mart opened a new flagship store in the city last year, The test will see John Surla take over The Tipping Point fast-casual restaurant concept to offer a pop-up brunch menu, featuring three popular items; stuffed French toast, eggs benedict and steak and eggs. All proceeds will go directly to Surla’s.
Source: Save Mart
Supporting local businesses
This is a great initiative. Local restaurants across the US have been severely impacted by the pandemic. It enables Save Mart to support the communities within which it operates, while also allowing consumers to support smaller, local businesses. It also creates interest in the store and The Tipping Point more broadly.
Encouraging consumers to eat in store
This type of initiative will also encourage customers back into dining spaces within grocery stores. This is an area which has been under pressure during the pandemic as consumers have focused on social-distancing and eating more meals at home. Many retailers have adapted their operations to offer more grab-and-go items while also developing partnerships with last-mile delivery companies.
However, US retailers have made significant investments in developing in-store dining concepts over the last five years. Goals have included grabbing a greater share of consumers’ total food spend, driving footfall and creating a more immersive in-store experience. Reigniting this space in-store is critical and will support future innovation and investment. Save Mart plans on expanding the initiative to other locations.
Retail Analysis weekly newsletter