Sainsbury's shakes up its fresh offer

Date : 20 June 2019

Sainsbury’s is set to restructure its fresh food department, in a bid to reignite this crucial part of its business, according to reports from The Grocer.

Focus on ‘value-added’ fresh food

The retailer plans to divide its fresh food department into two, with the creation of a dedicated unit to lead and grow what it calls ‘value-added’ fresh food. This includes counters, concessions, food-to-go and cafes, all key elements of Sainsbury’s proposition and defining features of shoppers’ in-store experience.

Building on Selly Oak success

The move follows the success of the trial at Selly Oak, Birmingham which opened last November. The 67,000 sq ft store showcases the retailer's latest thinking on boosting footfall and serving customer missions better. The store blends the food and grocery offer with Sainsbury's non-food brands and offers a wider range of foodservice options, through its 'Food Market' concept. This feature is designed to serve up to 180 customers, and includes options such as street food and freshly made curries.

The new store is a showcase for the retailer’s Destination Sainsbury’s strategy, creating new reasons for customers to visit and developing the customer experience.

Management shake-up

The transformation will be overseen by Jon Bye, the retailer’s current zone managing director for the south. Bye has been with Sainsbury's for over 11 years and is set to take on the new role at the end of July.

Adrian Cook, director for fresh food, is set to leave the business. His replacement is yet to be confirmed.


IGD Sainsbury's Trade Briefing 2019

27 June, London

Hear from Group CEO, Mike Coupe and the Sainsbury's and Sainsbury's Argos leadership teams, who will provide a business and commercial update on ‘Destination Sainsbury’s’.

Find out more »