Dobbies Garden Centres has revealed a £1.5m investment to transform its foodhall offer across 48-stores nationwide.
The foodhalls, which have been upgraded with an engaging new look and an expanded 2,000-strong product range, are the next major milestone in Dobbies’ transformation strategy, and have been rolled out over the last 6 weeks in time for the peak season.
Created in partnership with 33 specialist food and beverage suppliers, the foodhall is positioned as a destination for food lovers – with a curated offer focused on everyday treats and gifting. Inspired by customer research, the new format was trialled in stores last year with excellent customer feedback, increased NPS, footfall and sales.
Building on its strong reputation for fresh bakery, at the heart of the new Dobbies’ foodhall format is an enhanced in-house bakery. Freshly-baked scones, pastries and traybakes are complemented by expanded ranges from suppliers like Bothams of Whitby, and Patteson’s macaroons.
Amy Siergiejew, Head of Trading at Dobbies, said: “Foodhalls are an important part of our garden centre experience, and we are excited to launch a new concept for our customers.
“We’ve created a look and feel that’s inspired by a cottage kitchen garden, with a new concept that brings together essentials, treats and seasonal variety through both popular brands and new ones that we think our customers will love.”
David Robinson, Chief Executive Officer of Dobbies, said: “The rollout of our new foodhalls marks an important milestone in our growth strategy. By creating distinctive, bespoke foodhalls in our garden centres, we’re further strengthening our unique blend of retail, hospitality and experiential reasons to visit.
“We’ve worked with a wide range of suppliers to create a range that blends household favourites and artisan producers, positioning Dobbies as the perfect place to discover new products, especially when it comes to everyday indulgence and gifting.”
Included in the new product ranges are sweet treat brands such as Bonbons and Tony’s Chocolonely alongside an expanded selection of deli and pantry lines, including international foods.
The premium frozen offering has also been significantly strengthened, featuring standout brands including Cook, FieldGoods and the award-winning Supper Club. The gift category has been broadened, with an enhanced range of alcohol and premium soft drinks, from gin gift packs to specialist tea collections, delivering strong seasonal and year-round appeal.
