Asda unveils upmarket cafe concept

Asda Express Diner

Supermarket chain Asda is set to make its mark on the foodservice sector with a more premium-positioned in-house café under the ‘Express Diner’ brand.

The retailer has applied to register a trademark for the concept with the Intellectual Property Office, which could suggest it is looking to launch the brand across multiple sites, according to Marketing Magazine.

The Express Diner concept was recently introduced to Asda’s Colne superstore and features a more upmarket look compared to existing in-store cafes. It serves “coffee from Seattle” and “tea from Yorkshire” as well as a range of hot snacks.

Commenting on developments at its Colne superstore, Asda said: “When shopping makes you a bit peckish you can pop into our brand new Express Diner with pizza, hot dogs and tasty jacket potatoes plus bottomless soft drinks – all at great prices.”

Earlier this year, Asda said it would plough £600m into expanding and improving its Asda store estate.

According to the report, Asda stressed that it files for trademarks regularly and that it did not mean any new concept was imminent.

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