MARKS and Spencer has begun to trial fresh fish counters at two of its stores. If the experiment, which also includes buitcher shop style fresh meat counters, is a success the idea could roll out across the country. At the moment the scheme is being confined to its stores at Meadowhall near Sheffield and Bluewaterin south London.
The counters will offer a range oif fresh fish and shellfish in a style more reminiscent of traditional fishmongers from the 1960s. As well as popular fish such as haddock, cod and plaice, the Fish Shop will stock cooked, ready-to-eat shellfish including prawns, mussels and clams. The counters will be staffed by professionally trained fishmongers.
The in-store fishmonger a system which has already been long adopted in some stores by Asda, Tesco, Sainsbury's and Morrisons. M&S says the fresh food offering 'complements our existing offer in large food halls' and 'highlights the quality and provenance of the M&S fresh food offer'. Complementary sauces and herbs will be merchandised alongside the service counters as well as recipe cards.
John Dixon, food director at M&S, said: ‘This trial is all about bringing that together and offering our customers a fantastic fresh food experience. We're trialling in two different parts of the country so that we can get a good insight into our customers' views on the products on offer.'
Earlier this month, M&S announced that Morrisons’ chief executive Marc Bolland would replace Sir Stuart Rose when he steps down as M&S chief executive next year. Interestingly it is Morrisons that has been the most successful exponent of in-store fishmongers.
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