Organic superstore Whole Foods is to start stocking "ready meals" from next week, after admitting it misread British shoppers' tastes.
The giant three-floor Kensington emporium, which made a £36 million loss last year, is also getting rid of its champagne and oyster bar in a major shake-up.
The biggest change will be a range of pre-cooked and "ready to cook" meals to rival Marks and Spencer's successful "dine for £10" promotion and a similar offer from Waitrose. Jeff Turnas, who runs the Kensington flag-ship and four smaller UK outlets, conceded that the store was not providing enough "convenience" for busy London shoppers.
He said: "The store is very big and our approach to people to start with was 'let them find their own way round and not tell them where things are'. Now we're going to make it much easier for them so that if after work they want to pick something up for dinner, get out of the store quickly and get home they can.
"It is something our competitors such as Marks and Spencer and Waitrose do very well with their prepared meals. There won't be a set price because beef costs more than vegetables so if people just want vegetables they shouldn't have to pay more but you will easily be able to put the components of a meal together for under £10."
The ready meals will be unique to the London branch and are not stocked in any Whole Foods stores in America. The initiative marks a change of direction for a company that is nicknamed "Whole Pay Check" because of its high prices.
The champagne and oyster bar is being replaced by a shabu-shabu bar, thought to be the first in central London. This involves dipping strips of meat and vegetables into hot broth and sauces. The changes to the London store were revealed after US parent company Whole Food Markets said sales were up in the fourth quarter of its financial year.
AC Gallo, co-president of Whole Foods, said: "We're encouraged with what we're seeing in the UK. Most of the news and retail earnings reports are saying the recession is behind them. Talking with our folks over there they are feeling real positive about the holiday season coming up." He added, however, that there was no news on the long-awaited second London superstore.
(Evening Standard 5/11/09)