Fitch snaps up M&S café task

Marks & Spencer is launching its first standalone café concept, M&S Kitchen, with a brand identity and store design by Fitch, it has emerged this week.

Fitch confirms that it has undertaken the project, which includes brand development and interiors, but the consultancy declines to reveal further design details of the trial format at this stage. The consultancy was appointed to the project in June.

The first M&S Kitchen café opens in Canterbury on 30 November in a 185m² site that is adjacent to an existing M&S store. The design template, developed by Fitch in collaboration with the M&S in-house design team, could be applied to other premises if the concept proves successful, says a spokeswoman for M&S. The company intends to roll out the M&S Kitchen sub-brand across the UK, opening cafés in sites alongside M&S high street stores.

The Canterbury location seats 60 diners inside and includes an al fresco pavement dining area that can seat an additional 20 people. The café will offer a selection of food and drink using only M&S ingredients, including Fairtrade tea, coffee and hot chocolate. It will also feature a ‘Quick and Simple’ express counter for customers wanting to purchase products to take away.

Additionally, M&S is set to triple the size of its Simply Food chain of convenience outlets and grow its hot food takeaway counters and deli bars.