UK: Tesco opens Farm food-to-go concept | Progresiv
Tesco has added to its growing portfolio of food-to-go ventures with the opening of 'Farm' at London's Goodge Street Metro store. Founded by two food enthusiasts, Farm is a quality-oriented food-to-go concept with a strong emphasis on provenance. The new location is Farm's second and follows the opening of a standalone cafe in Farringdon. At Goodge Street, Farm operates from a counter at the front of the store, with a menu centred on hot main meals and side dishes, coffee and treats. 
Standard main meals options include a pulled pork sandwich, Cornish fishcake and jerk chicken which are competitively priced at 5.50-6 pounds. There is also a weekly menu of daily specials that includes ox cheek stew and slow roast Devon pork that build the provenance story. Handwritten labels on counter items help to support the artisan positioning.
Positioned at the front of the store, Farm now anchor's Tesco's wider food-to-go offer, adjoining the salad bar, sandwiches and Krispy Kreme doughnut offer. Easily visible from the street and with a Farm sign hanging from the Metro sign, Farm is well placed to attract passing trade from this footfall location. (www.retailanalysis.igd.com)
