Asda has announced that it is launching a brand-new food-to-go concept designed to drive shoppers into stores by providing excellent quality food-to-go options at an affordable price.
The Asda Food Hub will be trialled in the retailer's Leicester and Dagenham stores initially and will see a brand-new concession at the front of the store serving barista-style coffees alongside premium grab-and-go options like sandwiches and freshly prepared in-store cakes.
The food on offer will change throughout the day, providing tasty breakfast, lunch and afternoon snack solutions, and there will be a host of exciting meal deals on offer.
Shoppers can get their hands on a breakfast sandwich and any regular hot drink for £3 to kick start their day, or if they're after something to switch up their lunch break, shoppers can enjoy a freshly made baguette and any regular hot drink for just £4.50.
The Food Hub will also provide a modern and welcoming new look and feel as shoppers enter the store, and shoppers can place their orders using touchscreen tablets for quick and efficient service.
The decision to bring this offering to stores forms part of Asda's broader strategy to become the UK's number two supermarket by bringing Asda's excellent quality and value to more customers in a more convenient way. Should the concept perform well, the retailer plans to roll out to further stores in the UK with a high footfall driven by the food-to-go mission.
As part of the launch of Asda Food Hub, the retailer will also be refreshing 10 of its Pizza and hot food counters across the estate. The counters at Ipswich, Killingbeck, Havant, Haydon, Walton, Doncaster, Longwell Green and Gateshead will also undergo a makeover, aligning with the Asda Food Hub brand and experience.
The update will also see a host of tasty new dishes and deals added to the menu, including a new hot pizza range designed to give shoppers quality takeaway pizzas at a fraction of the price of the traditional takeaway chains and the launch of a new Italian-style pizza range.
The Italian Style range is a premium range of pizzas with the iconic aerated Neapolitan-style crust, topped with a signature San Marzano tomato sauce and a delicious range of classic Italian toppings from the country.
Deals include Asda's famous Pizza Night In deal, giving shoppers two medium pizzas and a drink for just £6. And on Tuesdays and Wednesdays, shoppers can get two large pizzas for £8.
Commenting on the launch of Food Hub, an Asda Spokesperson said the retailer was incredibly excited to launch Asda Food Hub and bring the hot food counters at some of our stores a makeover in line with this 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 provide that for shoppers," said the spokesperson.
"We also know how much customers already love our pizza counters, so we 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."
The launch of the Asda Food Hubs follows a huge £1.2m revamp of the retailer's traditional food-to-go range of sandwiches, salads and wraps that added more variety and quality options.
