Press Centre

ASDA Start In-Store Butcher Pilot

ASDA today (insert date) announced that it would be introducing in-store butchers and meat counters in a five store pilot starting in June.

The move, which sees butchers back at stores in Milton Keynes, Longwell Green,(Bristol), Hamilton (nr Glasgow), Swindon Haydon and Livingston (Edinburgh), comes directly as a result of customer demands. It’s also in-line with ASDA’s new More for You for Less strap line which is all about bringing customers added value over and above price.

The serve over counters will bring a more traditional style of butchery to stores. Customers will be able to select a variety of different cuts of meat as well as bacon and sausage from the counter with butchers, weighing, wrapping and pricing the customer’s choice in front of them.

The trial will also share best practice from ASDA’s 13 stores in Northern Ireland all of which have in-store butchers and meat sales are up 20% since January 2006.

If the pilot is successful ASDA anticipates that it will roll out 70 more counters with qualified butchers, to around 70 stores over the next 18 months.

“The trial is all about delivering an even better meat offer for customers that’s truly bespoke, delivered with great customer service and product knowledge to meet their every changing needs,” said Nick Scrase, director meat, bakery and produce.

-ENDS-

Further information:
ASDA Press Office on tel: 0113 241 7829

Posted in Press Centre on 28 April 2006