Asda Food Hub touch screens 2100x1400

Source: Asda

Asda has launched a new food-to-go concept, Asda Food Hub, aiming to provide quality options at an affordable price.

The initiative, which is initially being trialled in the retailer’s Leicester and Dagenham stores, features a new concession at the front of store serving premium grab-and-go items like freshly-prepared sandwiches and cakes alongside barista-style coffees.

The food offerings will change throughout the day to provide breakfast, lunch and afternoon snack solutions, while a host of meal deals will also be available.

For example, shoppers can purchase a breakfast sandwich and any regular hot drink for £3, or a freshly-made baguette plus regular hot drink for £4.50.

The Food Hub launch follows a £1.2m revamp of the retailer’s traditional food-to-go range of sandwiches, wraps and salads earlier this month. The move to add more variety and quality options was said to play an integral part of Asda’s mission to establish its presence in the convenience sector.

Sainsbury’s appears to hold similar ideas, rolling out a new range of food-to-go products and meals last week under its new Kitchen Deli banner at 100 of its Superstores and Locals.  

Asda said the design of its Food Hub adds a modern and welcoming new look and feel to the entrance of stores, with orders made using touch screen tablets for a quick and efficient service.

The retailer noted the decision to bring this offering to stores forms part of its broader strategy to become the UK’s number two supermarket. This, it said, will be achieved by delivering great quality and value to more customers in a way that’s more convenient for them.

Should the concept perform well, Asda plans to roll out to further stores in the UK with a high footfall driven by the food-to-go mission.

Pizza refresh

As part of the launch of Asda Food Hub, the retailer is also refreshing 10 of its pizza and hot food counters across its estate. In addition to Leicester and Dagenham stores, the counters at Ipswich, Killingbeck, Havant, Haydon, Walton, Doncaster, Longwell Green and Gateshead are also to undergo a makeover, it said, bringing them in line with the Asda Food Hub brand and experience.

The update sees new dishes and deals added to the menu, including a hot pizza range designed to give shoppers quality, takeaway pizzas at a fraction of the price of traditional takeaway chains.

Asda Food Hub pizza counter

Source: Asda

An employee prepares a pizza for baking at Asda’s Killingbeck store

A new Italian-style premium pizza range is also being launched featuring Neapolitan-style crusts topped with a San Marzano tomato sauce and a selection of classic toppings imported from Italy.

Deals include the existing Pizza Night In deal, which gives shoppers two medium pizzas and a drink for £6, or two large pizzas for £8 on Tuesdays and Wednesdays.

A company spokesperson said they were “incredibly excited” for the launch of the Asda Food Hub, including makeovers of hot food counters at some stores to bring them in line with the experience.

“We’re always looking for ways to give shoppers more quality choices at affordable prices and the new Asda Food Hub is a great example of us investing in our stores to be able to provide that for shoppers. We also know how much customers already love our pizza counters so are pleased to be able to elevate this offering, giving our customers easy solutions that rival restaurant and takeaway quality, without the hefty price tag,” they added.

Asda also recently unveiled its Christmas 2023 range, with influences for its signature flavour ‘showstopper’ dessert creations discussed in a follow-up article.