Could Asda be investing in shopper experience with new Express Diner?

Supermarket Asda could be planning to introduce a more premium positioned in-store cafe across its estate, after it applied to register a trademark for the concept with the Intellectual Property Office.

Asda: has filed a trademark for Express Diner
Asda: has filed a trademark for Express Diner

The new in-store cafe, called Express Diner, was introduced to its Colne superstore at the end of last month, and an application filed last week with the IPO suggests it could be looking to roll it out across the estate. 

The in-store dining concept has a more premium look and feel to existing in-store cafes. It serves "coffee from Seattle" and "tea from Yorkshire" as well as pizza, hot dogs and soft drinks.

The style of the cafe, with wood and chrome design, looks more like a high-street coffee shop than retail in-store proposition.

The supermarket, which is set to plough £600m into new stores and revamping existing sites this year, stressed that it filed for trademarks regularly and that it did not mean any new concept was imminent.

Earlier this year Asda revealed it would roll out its first major refresh of the brand since 2002 this summer, incorporating parent company Walmart’s logo into its brand design.

Asda, like other grocers in the big four, has been struggling in a fiercely competitive market. It reported a 2.6% sales fall in the 12 weeks to 4th January. 


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