WHSmith has launched Smith’s Kitchen, a brand-new café format with a variety of freshly-baked goods on offer.
The retailer’s first own-brand foodservice format was created by its UK Travel business, it’s largest division which operates outlets at hospitals, airports, and railway stations nationwide.
A selection of dine-in and takeaway choices are available for customers including freshly baked sweet treats such as Milk Choc Chunk Cookie, White Choc Chip Cookie, Caramel Blondie, Lemon & White Choc Muffin, Millionaire Rocky Road, Almond Croissant, and Maple & Pecan Plait. These can be purchased together with a hot drink as part of a £4.50 deal.
The first Smith’s Kitchen – a 495 sq ft café with seating for 26 people – was officially opened yesterday (15 August) in Southampton’s Princess Anne Hospital. The company said the café’s menu is designed for hospital customers including NHS staff, patients and visitors, and includes hot breakfast options such as patisserie freshly baked in-store as well as coffee sourced from a local roastery.
The move comes just a few months after WHSmith unveiled its new food-to-go brand, Smith’s Family Kitchen, which it noted was its biggest investment in food in the past decade.
Comprising more than 30 products including sandwiches, wraps, baguettes, and salads, the own-label range is said to have been developed based on feedback from over one thousand customers. WHSmith said it has performed ahead of expectations, with over 420,000 of the bestselling BLT sandwich sold since launch earlier this year.
“Whether it’s in a hospital or on their journeys, customers tell us that quality food and drink options are what they prioritise most in the different locations we serve,” commented Andrew Harrison, UK Travel managing director at WHSmith. “That’s why we have been doubling down on our food ranges and formats to ensure our customers don’t need to compromise on quality or value, as demonstrated today with the launch of Smith’s Kitchen.
“With the opening of our first ever own-brand café coming hot on the heels of our newly launched own-brand food range, this shows the pace of innovation across our business and commitment to delivering quality experiences and products at WHSmith for our customers and partners,” Harrison added.
The Smith’s Kitchen opening in Princess Anne Hospital marks the first time WHSmith’s own-brand store and food-to-go range has been brought together under one roof, with the retailer planning to roll out the combined offer across more UK travel locations in the near future.
WHSmith’s hospital offer is one of the fastest growing areas of its UK Travel business, currently accounting for over 140 of the 590 stores in its estate – four new locations at hospitals have been opened in the past eight weeks alone. The retailer revealed it sees opportunities ahead for at least one of its formats to extend into up to a further 200 hospitals.
Expanding presence at travel hubs remains key parts of growth strategies at both Greggs and Warrens Bakery, with both chains having new sites at key transport locations in the pipeline. Meanwhile, less rail industrial action compared with last year has helped Upper Crust and Millie’s operator SSP report a 12% increase in turnover for its most recent financial quarter.
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