John Lewis bets large on retailer cafes in turnaround push

John Lewis is pinning its turnaround hopes on more shoppers dining at its department store cafes and restaurants.

The department store and Waitrose owner is exploring opening more eateries and giving existing cafes makeovers as it presses ahead with a revival.

It opened five permanent venues this year, meaning it now has 63 food spots in its 36 John Lewis shops, as well as a pop-up Christmas champagne bar at its flagship Peter Jones store in Sloane Square, London.

The employee-owned business said hospitality sales are up almost 10 per cent this year as more consumers want to ‘make a day of it’ when shopping.

It has also just opened a Warabi-Mochi Kamakura cafe – a cafe brand popular in Japan for selling mochi and matcha – at its Oxford St store.

In February, it opened a cookery school and cafe with celebrity chef Jamie Oliver at the same store, offering classes for up to 50 people at a time.

John Lewis has been investing into its department stores with new cafes and beauty halls

It also opened an eleventh Mediterranean Ori Caffe concept at its Southampton shop after openings in Liverpool and Solihull earlier in the year.

And it has invested in expanding the Benugo cafes in Leeds and Norwich.

Katie Papakonstantinou, director of services and hospitality for John Lewis said the business was ‘continually looking for ways to enhance the John Lewis experience’, as a ‘direct response to our customers’ growing desire to combine shopping with unique and enjoyable experiences’.

She added: ‘Our growth in hospitality sales over the past year is a clear sign that this strategy is resonating, and these exciting new concepts are central to our commitment to making our stores a true destination – for the festive season and beyond.’

Under the steer of chairman Jason Tarry and managing director Peter Ruis, the business has been attempting to revive its fortunes after suffering heavy losses in recent years and scrapping its annual staff bonus.

The department store hopes to further appeal to younger shoppers by hosting Topshop’s return to the High Street in February next year.

It has also been opening dedicated beauty halls this year as part of a £800million investment.