Tesco has hired a managing director for its London stores as it aims to tailor shops to suit the diversity of affluence and ethnicity in the capital.

Tesco commercial director for fresh foods Andrew Yaxley took up the role this week, according to the Evening Standard. Yaxley has taken charge of the grocer’s 500 stores inside the M25.

The hire is the the latest reshuffle of Tesco’s top team in the UK as chief executive Philip Clarke aims to turnaround around the retailer’s domestic business.

Last month he promoted chief operating officer Chris Bush to UK managing director.

Clarke’s plan, which includes a £1bn investment, has started to bear fruit as sales have rebounded over the past few months.

Yaxley told the Evening Standard: “The customer profile is very different in London and more extreme than the rest of the country. There is a higher proportion of young adults, upmarket customers and a greater ethnic mix.”

He said that Tesco had started to tailor its offer and had recently added more Finest premium ranges to its store in Kensington, as well as increasing its “world and ethnic” food in its Wembley supermarket and other stores in the area.