Morrisons has opened its third ‘Market Kitchen’ concept at its store in Edgbaston, Birmingham.
The retailer launched the format towards the end of last year as part of a strategy to tap into growing demand in the food-to-go and takeaway sectors.
The latest Market Kitchen area offers breakfast, lunch or evening meals freshly made-to-order by a chef. Shoppers can choose from a wide selection of food, including wraps, curry, roasted chickens, pizza, pasta, and soup, as well as freshly ground coffee and milkshakes. These are served from various counters under names such as Char & Smoke, Bird and Baste, The Hot Pan, The Soup Kitchen, Milkshake & Waffle Shack, and Brew.
Customers can choose to watch their meal being made-to-order or opt to pick from ready-made options. Food can also be ordered for home delivery via Deliveroo.
Hannah Munns, Morrisons Head of Market Kitchen said: “The chefs use our fresh Market Street ingredients to create delicious seasonal meals for customers that are made to order. It means that customers can pop in and pick up their next meal while also buying the groceries they need for future meals.”
Further Market Kitchen outlets are expected to be rolled out in high footfall areas in cities around the UK.
