Article: Cafe culture comes of age: egged on by high-street competition, cafes and restaurants in supermarkets have moved on and up to compete.(in-store cafes)

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Forget stodgy hash browns, greasy sausages and runny baked beans. A new generation of supermarket cafe is typified by a trial at Sainsbury's London Colney. It has a fruit smoothie bar, soft armchair seating and access to wi-fi. The mezzanine level space, complete with muted burgundy walls, is a long way from the supermarket cafeteria of old.

Research conducted in 2006 by food and grocery intelligence specialist IGD found that only one in 10 consumers regularly visit supermarket cafes. The current figure for Sainsbury's store customers visiting its cafes is even smaller than that--only 6% of customers bother to stop for coffee according to head ...

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