Garden centre group Dobbies is transforming its foodhalls − and parting ways with grocery partner Waitrose – as it seeks to burnish its experiential retail credentials, Retail Week can reveal.
Dobbies is investing £1.5m in transforming the foodhalls in its 48 branches. The new-look foodhalls feature a bigger 2,000-product range created in partnership with 33 specialist suppliers and will all be trading for the retailer’s forthcomng peak period as the summer gardening season begins.
The foodhalls follow customer research by Dobbies that indicated that shoppers wanted food from specialist independent suppliers in its foodhalls. Waitrose had operated in 35 Dobbies’ branches.
Designed to be “a destination for food lovers”, the new foodhalls are anchored by an enhanced in-house bakery, complemented by expanded ranges from suppliers such as Bothams of Whitby. Premium frozen has also been expanded including lines from Cook, FieldGoods and Supper Club.
The initiative followed a successful trial, that led to “excellent customer feedback, increased NPS, footfall and sales”.
Dobbies chief executive David Robinson said: “The rollout of our new foodhalls marks an important milestone in our growth strategy. By creating distinctive, bespoke foodhalls in our garden centres, we’re further strengthening our unique blend of retail, hospitality and experiential reasons to visit.
“We’ve worked with a wide range of suppliers to create a range that blends household favourites and artisan producers, positioning Dobbies as the perfect place to discover new products, especially when it comes to everyday indulgence and gifting.”
Dobbies head of trading Amy Siergiejew said: “Foodhalls are an important part of our garden centre experience, and we are excited to launch a new concept.
“We’ve created a look and feel that’s inspired by a cottage kitchen garden, with a concept that brings together essentials, treats and seasonal variety through both popular brands and new ones that we think our customers will love.”
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