First look: Eataly London, world-class shopping and eating destination

Date : 29 April 2021

Maxime Delacour

Senior Retail Analyst

After much anticipation Eataly opened its first UK store in London, and 43rd globally, in the City close to Liverpool Street Station. The concept of Eataly is simple: showcasing the best of Italian gastronomy in a place blending grocery retail and foodservice.  Here is a first look at what is probably the most impressive grocery store opening in the British capital over the recent years.

A place to eat, shop and learn

This is the largest Eataly store in the world with a footprint of 4,200 sq m. It is spread over two floors and divided into several areas focusing on three missions: eat, shop and learn.

The ground floor is mainly dedicated to the “eat” mission with a large selection of food-for-now solutions including a café, several hot food-to-go counters (fresh pasta, pizzas) and more traditional food-to-go fixtures (sandwiches, salads and chilled drinks). There is also a bar preparing some of the food and all beverages being served at the outdoor terrace.

Source: IGD Research

The first floor is divided between several restaurants and the shop area which offers a large selection of nearly 5,000 products including:

  • Fresh food counters: meat, fish and cheese
  • Fresh produce: high quality products managed entirely by Natoora
  • Freshly made in-store mozzarella  
  • A wine shop with more than 2,000 Italian wines!

Source: IGD Research

The people behind the Eataly concept aim at sharing the passion Italian people have for their food. Many well-designed and simple messages are displayed throughout the store to help shoppers to learn more about Italian food. Eataly wants to offer many opportunities for people to learn about food, wine and the culture. A space called la Scuola (school) will be hosting cooking classes in the near future.

Best in class design, food and services

Where Eataly thrives and differentiates the most from any other retailer is through the quality of its food products, the in-store design and the shopping experience. From the amazing design to the smell coming from the different food counters every sense is stimulated proving the physical store is far from behind dead and will continue to play a key role in the grocery retail industry.

The qualified and well-trained staff ensure the level of service provided to shoppers will be of high quality. Most are passionate about food and will for sure share their knowledge and tips with shoppers.

At the heart of the concept is the quality of the food products, with many freshly prepared every day in store. Nearly all products are directly imported from Italy, with many brands unlikely to be found anywhere else in the UK creating another strong point of differentiation.

And here is how it looks …

Source: IGD Research


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