Sainsbury's dedicated on the go food store named ‘Fresh Kitchen'

14 January 2011 by
Sainsbury's dedicated on the go food store named ‘Fresh Kitchen'

Supermarket chain Sainsbury has opened its first dedicated store for food on the go on Fleet Street in London.

The new outlet, called Fresh Kitchen, had a low-key opening that was trailed with a series of slightly cryptic messages on social networking site .

The company has declined to discuss the plans behind the store and whether it signals a wholesale move by the supermarket chain into the on-the-go food market.

But some mysterious tweets released before Fresh Kitchen's opening gave some clue as it its plans. One pointed out that the UK lunchtime market is now worth over £13b, while another indicated that the food to go market is growing.

A spokesman for the firm said the team behind the 76 Fleet Street site's opening would reveal more during a live web chat in the coming days.

The outlet sits in close proximity to a number of other more established fast food and casual dining outlets, including Pret A Manger, Chilango and McDonalds, and has been kept under wraps with all its signage still covered up. It also sits close to the supermarket chain's Holborn headquarters.

A local businessman said: "It looks like Sainsbury's is having a go at creating a business purely devoted to food but we don't know much more than the fact that it has appeared on the road. There are a number of well-known operators in an area that does a roaring breakfast and lunch trade so it will be interesting to see how they perform."

Sainsbury's to open devoted store for food on-the-go >>

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