JJ Food Service adds theatre with new counter

JJ Food Service has opened a new state-of-the-art fresh meat and poultry counter at its Enfield branch in an effort to capitalise on impulse sales. 

The new counter features specially trained staff and digital signage, highlighting category-specific promotions. There are also freezer cabinets which highlight a range of frozen meat options.

The business has also invested in highlighting its newly-expanded frozen fish and seafood ranges with new state-of-the art chiller and freezer cabinets in the main customer ordering area.

Chief products officer Ali Guvemli said the new counter creates “theatre” at the branch. “Bringing products out from the warehouse and into our new meat and poultry counter, and customer ordering area, has helped us to create a new level of theatre at the branch, while highlighting key lines to customers. Customers can also pay at the new counter, helping to speed up service.”  

It is hoped the new counter will also help sales of the brand’s recently launched smaller pack sizes and its locally-sourced, protected geographical indication (PGI) and Red Tractor-approved products.

“We’ve invested heavily in highlighting our fresh meat and poultry offer to customers. The result has been positive,” added Guvemli. “Combined with the recent launch of our new smaller pack sizes, the counter has encouraged customers to trial our fresh meats range.”  

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