Why is London a destination for food-to-go innovation?
A research firm lists down five reasons why.
IGD claims that the UK capital continues to stand out as a destination for food-to-go. They share key observations explaining the innovations being bred in the city:
1. It’s home to a number of innovative food-to-go concepts from around the globe
London is the birthplace of a huge number of food-to-go concepts, many of which are now expanding nationally in the UK and internationally, as we’ve seen recently from the likes of both Pret and Leon.
But interestingly, it’s also attracting a growing number of great food-to-go concepts from other markets, recognising the size of the opportunity and the wider global testbed that London can provide. By Chloe, the vegan chain from New York, is among the latest to open, while other recent arrivals including the premium Danish baker Ole & Steen and the Swedish coffee chain Wayne’s Coffee.
2. Food halls are on the cusp
London has perhaps been a little behind the curve so far in food hall development, with food halls in Amsterdam, Copenhagen and Lisbon all making a bigger splash on the European stage, while expansion in North America has continued at pace. But this is changing, fast. The first of three major food halls opening in London in 2018 has recently begun trading in Fulham, and other, bigger developments will follow.
3. Leading retailers are innovating in food-to-go models
Food-to-go in London is by no means the pure domain of specialists, and we’ve witnessed some great recent innovations from retailers.
M&S and Waitrose have both been experimenting in smaller formats and upgrading their range breadth and appeal in larger stores, for example as M&S has done with its market concept in flagship London stores. But at the same time, many other retailers are also innovating, perhaps most notably Sainsbury’s with its remodelled Pimlico store format.
4. Street food influences are strong
London, like New York, has developed a fantastic reputation for the calibre and breadth of its street food offer. And we're seeing more influences from markets such as Shoreditch and Camden feed through into retail concepts. EAT17 is a retailer that in its latest store - a little outside London in Bishops Stortford, but still well within London’s sphere of influence - has integrated street food traders into its store format. Major retailers too, are increasingly recognising street food influences within their private label development.
5. A focus on targeting different missions is creating new types of innovation
The core driver for many businesses around food-to-go has been either around meeting the needs of hungry workers at lunchtime or coffee specialism. But we’re now seeing significant evolution beyond this - the breadth of breakfast options in particular in London is both inspirational and world class. And we're seeing some great targeting of product, whether it be around different cuisines, healthier options or even different types of occasions. Gym boxes and protein boxes at the likes of EAT and Pod are a great case in point. And more widely, as we see snacking becoming more important, and perhaps - as Waitrose alluded to late last year - moves to four, rather than three meals a day becoming increasingly significant, London provides a living text book of what could come next.
(Photo credit: Wayne's Coffee UK Facebook page)
