Tesco opens Farm food-to-go concept

Date : 25 March 2015

Tesco has added to its growing portfolio of food-to-go ventures with the opening of 'Farm' at London's Goodge Street Metro store.

What is Farm?

Founded by two food enthusiasts, Farm is a quality-oriented food-to-go concept with a strong emphasis on provenance. The new location is Farm's second and follows the opening of a standalone cafe in Farringdon. At Goodge Street, Farm operates from a counter at the front of the store, with a menu centred on hot main meals and side dishes, coffee and treats. 

Emphasis on quality, provenance and personality

Farm's mission is to offer "food we love from farms we trust" and this is well communicated in store with imagery of the 'creators' it sources from and messaging to tell the story of how it has scoured the UK to find the best products which are then cooked by 'people who care'.  Standard main meals options include a pulled pork sandwich, Cornish fishcake and jerk chicken which are competitively priced at £5.50-£6. There is also a weekly menu of daily specials that includes ox cheek stew and slow roast Devon pork that build the provenance story. Handwritten labels on counter items help to support the artisan positioning.

Ideal location

Positioned at the front of the store, Farm now anchor's Tesco's wider food-to-go offer, adjoining the salad bar, sandwiches and Krispy Kreme doughnut offer. Easily visible from the street and with a Farm sign hanging from the Metro sign, Farm is well placed to attract passing trade from this footfall location, which adjoins the many restaurants and bars of Charlotte Street and benefits from Fitzrovia's high number of media agencies.

Concept with potential

Our first impressions of Farm are very favourable. The quality oriented and competitively priced nature of the menu differentiate it effectively from others operating in this segment, while the focus on provenance fits well current shopper priorities and dining trends. While the concept may be too niche for a widespread rollout at Tesco, it could certainly have potential in other high traffic urban locations.

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