Simply Fresh is preparing to draw back the curtain on a bespoke food to go offering which will bring in-store theatre to selected stores.

The group currently works with operator Cuisine de France, which supplies its Brusters food to go range in selected stores, but wants to serve up something different in stores with a more traditional feel.

Group director Kash Khera said the new food to go offer would have a homemade look that would complement its local stores.

“It’s obviously not going to work in every Simply Fresh store but some stores require a more traditional food to go offering that has homemade-style snacks and meals,” he said. “It’ll also provide more in-store theatre as customers like to see homemade products.”

The offering is set to be rolled out over the next six months and Simply Fresh will continue to work with Cuisine de France in the stores that have the Brusters offering.

The Simply Fresh group recently signed its 25th retailer - long-standing unaffiliated store owner Simon Biddle of Biddles in Redditch, Worcs. Simon, who is also a C-Store Champion, said Simply Fresh was “the best fit for his store”. The decision to join a symbol group would help continue the successful growth of his business, he added.

Kash said that signing Simon up was a “watershed” moment for the group. “It’s imperative that we have retailers of Simon’s calibre with us in order to show how serious we are,” he said. “It can be difficult convincing retailers to take the plunge but now that we’re working with Simon, it’ll be a great showcase for the group.”

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