Sainsbury's is to start supplying food-to-go lines to selected WH Smith stores as it steps up its drive for new revenue streams.
Nine store trial
Commenting on the initiative in The Grocer, Sainsbury's director for business development, Mike Luck said "From next week we will be conducting a trial with WH Smith where a limited range of Sainsbury's sandwiches, snacks and light meals will be available in a select number of their stores." These stores include Luton Airport, East Midlands Airport, Wishaw General Hospital, Lister Hospital (Stevenage), Monklands District Hospital (North Lanarkshire), Chelmsford, and at King's Cross, Bristol Temple Meads and Cardiff Central railway stations. The range could be introduced to further stores if the trial proves successful.
Growth for Sainsbury's suppliers beyond its stores
The move represents the latest stage in Sainsbury's strategy to work with new partners and grow its business by responding to changing shopping habits. In recent weeks it has announced the expansion of its partnership with Patisserie Valerie, taking the concept to 70 counters, and launched ice cream counters with Unilever brands Ben & Jerry's and Carte D'Or. This expansion complements Sainsbury's thriving convenience business, which in Q1 grew by 3.6%, driven almost entirely driven by like-for like growth.
A strong partner for WH Smith
Travel locations have for many years driven sales growth at WH Smith and offset declining footfall at its high street stores. This tie-up with Sainsbury's builds on recent initiatives to strengthen their reputation as a destination for food-to-go. Last year WH Smith relaunched its sandwich and salad ranges and extended its healthy eating offer. It also trialled an M&S food-to-go range alongside its Coffee House counter at two stores.
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