How could Sainsbury’s celebrate the cultural diversity in London by providing customers a broader range of baked products with matching groceries?
Background
After the successful completion of two projects with the RCA, Sainsbury’s decides to develop on the bakery cat- egory because Sainsbury already have set aside budget for a transformation of their stores for this category, and because the category is sufficiently profitable to enable experimentation in customer experience and the po- tential introduction of innovations requiring significant additional investment. The project would involve the design of a new retail concept and related format that integrates grocery shopping, in-store baking, and the café experience and its prototyping and test in Sains- bury’s Park Royal retail laboratory in West London. Suc- cessful execution will lead to a pilot and roll-out in up to 300 stores across the UK.
