Albert Heijn follows Jumbo with in-supermarket cafes

The Bakery Cafe concept. Photo: Albert Heijn

Leading supermarket group Albert Heijn is following its rival Jumbo in opening coffee shops and restaurants in its supermarkets.

Albert Heijn opened the first such outlet, a Deli Kitchen and Bakery Café in its largest supermarket in Amsterdam’s Gelderlandplein shopping centre on Friday. Scores more are planned throughout the country.

‘Traditional eating patterns are changing,’ said commercial director Marit van Egmond. ‘People eat more often during the day and are more likely to eat on the move or away from home.’

The trend was started in 2013 when Jumbo opened restaurants in its largest supermarkets. And last year, Jumbo acquired the La Place restaurants. While these are not being integrated with the supermarkets they give the company the opportunity to combine the two in adjacent locations.

‘This is a defensive move by Albert Heijn,’ retail expert Paul Moers told the Financieele Dagblad. ‘Jumbo has an enormous lead. They have been experiementing with retail food outlets in their supermarkets and with the takeover of La Place they have added a great range of competencies.’

Moers says that for the first time Albert Heijn is following, not initiating, a trend in the supermarket sector. Smaller supermarkets including Deka and Plus are also offering retail food outlets in their stores.

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