Tesco is planning to launch a number of Finest branded eateries in the run-up to Christmas, according to reports in The Grocer. The temporary shops will open for four to six weeks in the run-up to Christmas and are designed to raise the profile of Tesco's premium own brand as the seasonal battle for market share intensifies.
Wine and food tastings to raise quality credentials
Reports suggest Tesco is looking for 'white box store front' locations of more than 1,500 sq ft in London as well as other major cities such as Manchester and Birmingham. The pop-ups are expected to include wine bars, complete with their own sommeliers, offering food tasting platters and ticketed master classes. They will also showcase a carefully curated selection of products from the Finest range.
Finest store already opened in Singapore
The move follows the floating of the concept by Tesco at its investor day in June. It suggested that a Finest store could deliver an operating margin of 7% around twice the current level. Tesco has also already opened a Finest outlet in an NTUC FairPrice Supermarket in Singapore to build awareness of the range that is now stocked in around 60 of the retailer's stores.
Brand building through pop-ups
This is not the first time Tesco has used a pop-up to promote the Finest brand in the UK. In 2016, it opened a pop-up wine bar. in Soho to demonstrate the quality and diversity of the Finest wine range. Pop-up have also been used twice by Sainsbury's this year for an alcohol free pub and a vegetarian butchers. Aldi and Lidl are also no strangers to the pop-up concept. Aldi has previously opened pop-up restaurants and a beer and wine shop while Lidl opened several pop-up bars last autumn to promote its House of Hortus gin brand.
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