John Lewis launches food outlet collaborations with Hotel Chocolat and Joe & The Juice
Hotel Chocolat’s cocoa bar café concept will open in Edinburgh in early 2014 followed by York when John Lewis opens its flexible format shop in spring 2014. Meanwhile, Joe & The Juice will open a concession at the retailer’s Solihull store.
Founded in Copenhagen, juice and sandwich retailer Joe & The Juice has 48 sites in Scandinavia and now operates four cafes in London after opening its first in the capital in 2009. The John Lewis tie-up in Solihull will be the brand’s first UK site outside of London.
The Hotel Chocolat concession at John Lewis Edinburgh will be the first time Hotel Chocolat has opened a catering concession with a major high street retailer. The cocoa bar café will make small-batch chocolates on the premises using cocoa beans from Hotel Chocolat’s Saint Lucia estate. Featuring a cocoa-inspired menu, the café will also have a conch on site to process cocoa from bean to chocolate.
John Lewis said the new concession forms part its ongoing strategy to create “inspiring environments” for customers in its physical shops. This has included the opening of four in-shop Kuoni travel concessions in 2012, the creation of Beauty Retreats in four John Lewis branches in 2011, and the opening of a Little Waitrose grocery shop in the John Lewis Watford store earlier this year.
Andrew Murphy, retail director at John Lewis, said: “Food is a big part of our customers’ lives; they already come to us for the latest kitchen gadgets, cookware from some of our best chefs, and for edible treats to give as presents. These collaborations will take our offer one step further, inspiring customers with exceptional food and drink freshly prepared in our shops.
“We want to create more compelling reasons than ever for customers to visit our shops, and partnering with two such inspiring brands will be a real draw. The concessions will sit alongside our existing Place to Eat restaurants, complementing them but offering something a little different from the everyday.”
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