WHSmith rolls out café format amid food-to-go popularity

WHSmith has launched Smith’s Kitchen, a new own-brand café format that will offer dine-in and takeaway options, outside of travel locations. 

Smith’s Kitchen is the latest major food and drink launch this year, as WHSmith aims to expand its offering for customers and partners.  

According to the retailer, the new store format has been developed based on feedback from over 1,000 customers and has performed ahead of expectations so far. 

Food-to-go and meal deals are also one of the key reasons customers shop at WHSmith, with over 11 million meal deals made from over 900,000 product combinations sold by the retailer each year.

The first Smith’s Kitchen officially opened yesterday (15 August) in Princess Anne Hospital, Southampton. The 495 sq ft café has 26 seats and offers a menu that has been designed for hospital customers including NHS staff, patients and visitors.

Alongside the café, Smith’s Kitchen also offers the recently launched Smith’s Family Kitchen food range comprising more than 30 products, such as sandwiches, salads, baguettes and wraps. 

Andrew Harrison, UK travel managing director at WHSmith, said: “Whether it’s in a hospital or on their journeys, customers tell us that quality food and drink options are what they prioritise most in the different locations we serve. 

“With the opening of our first ever own-brand café coming hot on the heels of our newly launched own-brand food range, this shows the pace of innovation across our business and commitment to delivering quality experiences and products at WHSmith for our customers and partners.”

UK Travel is the largest division in WHSmith operating 590 stores across the UK in airports, hospitals and railway stations. As passenger numbers increase, the business is focused on becoming a one-stop-shop for travel essentials.