Fresh Kitchen by Sainsbury’s
What more can a supermarket do? They’ve pretty much taken on every retail trade out there and undercut them already. Whilst the rest of us back pedal to stay put in a constantly decreasing market, one highly successful giant has diversified once again.
Sainsbury’s has now ventured into the 13 billion pound lunchtime market with sheer finesse. Launching on London’s Fleet Street this trial standalone store can only go one way. Every bit as good looking as neighbouring Eat and Pret and with an equally good quality product offering great value for money, Sainsbury’s latest venture has proved popular with the punters from the outset.
A lot bigger than I had expected there’s plenty of room inside for the lunchtime rush, plus an express counter to one side for purchasing a simple sandwich, drinks or snacks from the cooler cabinets. A very contemporary exterior, which looks striking both day and night, has the required full height glass panels of any serious modern day retailer and creates a bold look.
Not obviously Sainsbury’s, Fresh Kitchen is based on the Sainsbury’s colour palette but heavily stripped back to give a coherent fresh food message. The orange for which the supermarket is known is used merely as a highlight within the store and on labelling. Outside ‘Sainsbury’s’ is written quite small above the ultra large Fresh Kitchen logo, as well as on a similarly discreet simple orange sign. The only other addition was a serif typeface to give a friendlier face to its corporate location.
Instore, cedar wood panelling adds warmth to the urban grey terrazzo flooring and the brick bonded black metro tiles. Together they add weight to this significant food offer and are further complimented by the stainless steel fridge units lining the length of the right side and point of sale displays. Minimal bar style seating is lined up opposite along a narrow inset counter behind which, larger than life graphic imagery displaying mouth-wateringly tasty, fresh food completes the concept.
This new lunch alternative provides a great range of cold foods, as well as an exceptional variety of hot dishes too, like lasagne and cottage pie that can also be packaged to take away. I’m confident you’ll be seeing one open near you soon. Well done Fresh Kitchen, a great package all round.
Design: Twelve Studio
22 sdea directory of shopfittings and display
www.shopdisplay.org
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