John Lewis is to “transform and elevate” its in-store food offer after striking a partnership with cafe and restaurant specialist Benugo, Retail Week can reveal.
The deal means that Benugo will take over 32 John Lewis in-store restaurants, including The Place to Eat, unlocking investment in “a complete redesign of John Lewis’ own-brand hospitality with a focus on creating a modern and welcoming space”.
The change comes as John Lewis seeks to ensure its shops are compelling destinations where people want to spend time and enjoy a wider variety of experiences in addition to shopping. Sales at John Lewis’ hospitality operations have risen 10% over the past year and hospitality accounts for a fifth of in-store transactions.
The restaurants will be run under a new name and brand, which will be revealed when the first new eateries open this summer. John Lewis restaurant staff will transfer to Benugo.
Six restaurants will be refurbished and open this summer, “including a stunning flagship-in-flagship on the fifth floor of John Lewis Oxford Street”. Work at John Lewis stores in Bluewater, Chichester, Norwich, Nottingham and Reading is scheduled for May and June, and the overhaul across the entire John Lewis estate will be complete by next year.
The new eateries will “focus on quality food, skilled teams and warm hospitality”, John Lewis said. Benugo “will leverage its expertise to increase fresh, local sourcing”.
John Lewis director of services and hospitality Katie Papakonstantinou said: “Our customers will benefit from a fresh and exciting John Lewis hospitality experience as we reimagine how we use the space within our stores.
“Our plans look amazing, and our restaurants and cafes will offer delicious food and drinks combined with the personal service that our customers expect and deserve.”
Benugo founder Ben Warner said: “We’re proud of our longstanding partnership with John Lewis, and we’re excited to be growing it to create an innovative new brand. At Benugo, we care deeply about great food made with fresh, quality ingredients that are thoughtfully sourced and rooted in local suppliers.
“What matters just as much to us is people. As we expand our work together, we’ll be working closely with the partners, focusing on training and experience so the teams feel supported and confident to deliver the warm, welcoming hospitality that both Benugo and John Lewis are known for.”
Benugo has 10 coffee shops in John Lewis branches, which will continue to trade alongside other hospitality options, including Ori Caffe, Huffkins and Cafe Jamie Oliver.
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