UK retailer WH Smith has taken a significant step forward by entering the competitive hot food market, with aims to compete with popular food chains such as Greggs and Pret A Manger. Following the successful launch of its own-brand sandwiches in May, WH Smith is now preparing to introduce a range of hot food items in its transport and hospital outlets.
The company is expected to introduce breakfast favourites including bacon rolls and porridge, as well as savory baked goods such as sausage rolls and pasties. Despite not having a definitive menu yet, WH Smith has experienced an increase in food sales since the introduction of its Smith’s Family Kitchen range, which includes a total of 34 products, mainly sandwiches.
Managing director Andrew Harrison stated, “We do not currently have a cohesive breakfast offering as we would like, and we recognize that this is a crucial part of the day.” He mentioned that WH Smith is still in the early stages of developing the hot food options accordingly and expressed the company’s intentions to expand and enhance its food offerings in the coming years.
Embracing change, WH Smith has repositioned itself as a “one-stop shop for travel,” with its travel sector now accounting for 70% of total sales. Food and drink items have become a significant part of customer purchases, motivating the retailer to enhance its food menu. Notably, the chain previously offered meal deals composed of third-party brands but is now strategically introducing their own menu to cater to customer preferences.
This shift mirrors similar expansions made by popular food chains such as Pret A Manger and Greggs in airports and railway stations. However, it is important to note that WH Smith is not seeking to transition into a fast food outlet. Mr Harrison emphasized, “It’s just trying to broaden the range of options we can offer our customers.”
In addition, WH Smith is collaborating with partners to diversify its food offerings, including a new line of sports nutrition products under the Myprotein brand. The company remains focused on understanding and meeting the needs of its customers, having evolved from not selling food at all to selling over 11 million meal deals a year.
While the e. coli outbreak in June affected the retailer when supplier This recalled a batch of chicken & bacon wraps, WH Smith’s own-brand items were not impacted. Mr Harrison addressed the situation, emphasizing the company’s commitment to food safety and its ability to navigate challenging scenarios by testing its own processes.
Established in 1792, WH Smith has been a longstanding presence on high streets and railway stations, evolving from a small newsagent to a nationwide chain. As it embarks on this new chapter, the retailer is poised to offer a fresh dining experience to its customers, further solidifying its position as a top choice for travelers and food enthusiasts alike.