Whitbread launches Costa Fresco food outlet in London

Costa Coffee, the coffee shop chain owned by Whitbread, opened its first food-led outlet under the 'Costa Fresco' brand on Monday.

In an effort to extend sales in the lunchtime market, Fresco in Tottenham Court Road will sell porridge, pastries, salads, quiches and cakes in an attempt to attract more sales, with "handcrafted" breads and all using "quality ingredients".

The company did not clarify whether a large scale roll-out was on the card but said the Fresco opening was "a reflection of exciting things to come from Costa".

A spokesman told DigitalLook-Sharecast: "The opportunity for Costa to extend it’s food offer alongside the coffee-led core Costa offer is significant however for now we're just focusing on the first concept store."

Fresco is being launched into a seemingly saturated market, coming up against FTSE-listed Greggs, private equity-backed Pret a Manger and Eat, plus Japanese-style Itsu, Wasabi and Abokado, but with what appears to be a more 'premium' and healthy offering that might set it up in between Leon and Pod.

“We really want to bring something different to the food market in London,” argues Carol Welch, Costa’s Global Director of Brand & Innovation.

“The store will be similar to the traditional Costa stores, but will have much more of a food focus. All pastries, cakes and bread will be baked on site – our customers are telling us they want more, good quality food.”

The menu features ‘rustico dry cured ham and mature cheddar flatbreads’ and ‘roasted pork belly with caramelised braeburn apple and onion ciabattas’, while the Tottenham Court Road site has "designated zones for relaxing".