Department store John Lewis is poised to launch a new upmarket in-store restaurant format to woo more customers to its branches.

John Lewis chief executive Andy Street told City AM that while its restaurants and cafés provided good quality “middle of the road” food, they were not “cutting edge” brands.

He said: “There is an opportunity to bring some more diversification into our catering offer. By having a slightly different branding offer we can attract a different customer.”

It is thought that the new restaurant brand will be launched within weeks.

John Lewis, which already has Kuoni travel concessions and beauty retreats in-store, is following Tesco’s example. The grocer last week unveiled its new format Extra store in Watford which includes a branch of recently acquired restaurant business Giraffe, a Harris + Hoole café and a Euphorium bakery.  

Meanwhile, John Lewis rival Debenhams is revamping its Oxford Street flagship with a restaurant, café and Prosecco bar.