Traditional butchery service and expertise works for Asda

A programme designed to enable Asda to introduce traditional butchery service and expertise to its supermarket format is to be extended, following a successful trial with McGee’s, who are part of the Karro Food Group.

Having tested the introduction of McGee’s butchery concessions at two of its stores in Scotland, Asda has decided to run an extended programme across a number of stores in England, Scotland and Wales.

The two-store trial saw butcher counter sales increase eight-fold, building on previous success in Northern Ireland under a programme which began in 2009.

“The modern look and feel of the McGee’s concessions, coupled with the quality, range, offers and freshness of products available, ensured that Asda customers are attracted to the in-store counters,” said Karro Food Group’s account director, David O’Neill.

“Additionally, the expertise and knowledge of our trained butchers resulted in positive responses from customers and increased sales.”

Asda’s head of local sourcing for Northern Ireland and Scotland, Michael McCallion, added: “Our aim was to introduce the traditional butchery ethos of service and expertise as part of the supermarket shop and this has been a huge hit with our customers.”

The Karro Food Group, who own McGee’s, has an annual turnover of £528m. The company supplies fresh pork and cured, cooked and frozen meats to retail, foodservice and manufacturing customers.

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