EXCLUSIVE: Find out all you need to know about the new grab-and-go offering from Muriel's Kitchen
QSR Media sat down with Muriel's Kitchen, which recently launched its first grab-and-go outlet in Putney, MK by Muriel's Kitchen.
The dishes at MK's are inspired by the hearty cooking of mothers and grandmothers and have been developed by chefs to create British classics with a modern twist.
QSR Media: Why do you see opportunity in opening a grab and go offering?
Muriel's Kitchen: So many people, particularly in London, are leading busier and busier lives and are struggling to find the time to cook and prepare homely, nutritious food that isn’t packed full of nasty E-numbers and preservatives. Offering food cooked with the same ethos as our Muriel’s Kitchen restaurants using premium quality ingredients which are made fresh daily and packed up and ready to go seemed like the next logical step for our brand.
QSR Media: What has customer response been?
Muriel's Kitchen: The response has been fantastic, before we opened we had lots of people approaching us in person and on social media saying that they were delighted to see a site like MK by Muriel’s Kitchen coming to Putney. Since we’ve opened we’ve seen lots of these people come in to try our food! We’ve had some great feedback on a range of the dishes - from the breakfast tartlets made with Clarence Court eggs, to the warming meal pots that we offer for lunch and dinner.
QSR Media: Why did you choose Putney as your first site?
Muriel's Kitchen: Putney has a busy high street and an established neighbourhood which are qualities we value in our Muriel’s Kitchen sites in Soho, Kensington and Richmond. We also felt there was a gap in market in the area for what we were looking to offer.
QSR Media: How many more grab and go’s do you plan on opening? What locations would you plan on opening them in?
Muriel's Kitchen: Following on from the opening of our Putney site, we are hoping to roll-out a further five sites across London by the end of 2017.
QSR Media: Why did you choose to open the grab and go under a different name?
Muriel's Kitchen: Naming the grab & go concept ‘MK by Muriel’s Kitchen’ shows that whilst MK is a different concept, with a focus on the fast-casual market, the brand is a continuation of the original name with the same ethos behind it – home cooked, authentic food made with excellent quality ingredients.
QSR Media: Do you see the grab and go offering cannibalising your existing customer base or attracting a different type of customer?
Muriel's Kitchen: We suspect that some of our current customers will choose to use MK as well as Muriel’s Kitchen for times when they simply don’t have time to enjoy a sit down meal. However because the offer is quite different there is unlikely to be any cannibalisation.
QSR Media: What sort of customer do you expect the new concept to appeal to?
Muriel's Kitchen: Busy Londoners on the go, who value purse pleasing tasty and nutritious food whether they are working professionals, Mums and Dads on the go or those just looking for a tasty treat.
QSR Media: Has brexit affected your plans in any way?
Muriel's Kitchen: Not so far but as always we’ll keep our eye on the market.
