Baby food boosts sales at John Lewis instore restaurants

During an initial trial in John Lewis at Bluewater in Kent, children's food service sales increased by 19% on the same period in 2007. After this successful trial, BabyDeli was rolled out to every John Lewis Place to Eat. The range was selected by John Lewis as part of a wider strategy to reposition its 'Place to Eat' as a family based eatery catering for younger children. Packaged as individual frozen meals, the BabyDeli range offers food service outlets the opportunity to expand into the family market with minimum disruption to existing service. Philippe Bacconnier, Purchase and Food Development Manager for John Lewis says: "It can be difficult for parents when they are shopping to find a healthy meal for their young ones. The increase in total children's food sales is partly attributed to the increase in parents who are now seeking out a John Lewis Place to Eat as their destination of choice, because they know they can feed their children tasty, nutritious food." Louise Duerr of BabyDeli added: "BabyDeli was born out of my personal frustration as a time pressed mum trying to give my children a healthy and varied diet. Many venues have a policy of not heating homemade food, making the only alternative a processed jar of baby food or to simply not eat out."