Sainsbury’s launches Fresh Kitchen format on Twitter

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Fresh Kitchen: promoted on Twitter

Sainsbury’s has picked the micro-blogging web site, Twitter, to launch its new format takeway food store, Fresh Kitchen. The retailer’s first concept store was opened in central London on 13 January 2011.

According to a Sainsbury’s spokesperson, the retailer has publicised the store on Twitter because “it’s immediate and a great way to meet the target audience”.

Today the Fresh Kitchen Team is answering questions about the new concept store in a live Twinterview, “because a conference on line is a wonderful tool to have”, added the spokesperson.

The store offers a range of sandwiches, wraps, soups, curries, drinks, hot meals and salads – all to go. There is no in-store seating.

Fresh Kitchen: tapping into food-to-go

According to Sainsbury’s, 85 products are made freshly in store every day. The coffee is Rainforest Alliance certified and organic and the meat is British.

A hot pork belly baguette has become a top-seller since opening and a chorizo sandwich won a thumbs up from the Fresh Kitchen team.

The concept targets the lunchtime market, estimated to be worth over £13bn, according to Mintel, Caterer and Sainsbury’s own estimates.

“We’ve spoken to a cross section of people and believe Fresh Kitchen will have a wide appeal, but focused on pop-in,” Sainsbury’s said.

Asked about possible roll out, Sainsbury’s Fresh Kitchen team tweeted: “We’ve only been open for four days and are not in a position to talk about future plans.”

Fresh Kitchen: food is prepared in-store

Delivery to local offices may be developed, if demand is there, it added. The retailer also promised a ‘suggestion box’ would be available soon to capture customer feedback.