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  • Tesco's acquisition of the Giraffe restaurant chain will complement its in-store food offering
  • Tesco's acquisition of the Giraffe restaurant chain will complement its in-store food offering
    Giraffe Time (2011) ©
REPORT

Augmented retail: how supermarkets are evolving the shop floor

As more shoppers move online, real-world stores like Tesco are filling their extra floor space with services to complement their existing offerings and enhance their core business.

Location North America / Northern Europe

Scope
As more shoppers move online, real-world stores are finding themselves with floor space to fill. Rather than downsizing, retailers are creating new revenue streams in these areas by providing services that are complementary to their existing offerings – and supermarkets are leading the way in the form of in-store cafés and restaurants.

The quality of on-shelf food has dramatically increased during the last decade; celebrity chef-backed top-end ready meals are comparable to restaurant fare. However, in-store cafés have generally been less than desirable, more closely resembling motorway service station cafeterias from the 1970s than contemporary venues like Pret ...

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