As revealed by M&C Report last week, the site in Philpot Lane next to the City’s Walkie Talkie building is anchored by Fred’s Food Construction, the deli-diner concept, developed by Paul Goodale, former director of restaurants at Harrod’s, and Daniel Gestetner, founder of global frozen yoghurt brand Yoomoo.
It is thought that Tesco and Fred’s are now looking for locations in the City and West End to roll out further and hope have another two joint-concept branches open by the end of the year.
It is thought that a site just off Regent Street is already under consideration.
The Philpot Lane site allows online ordering and collection. It also houses the self-pay terminals that can be used for Fred’s and Tesco items.
The site, which is open 6.30am to 11pm, will eventually look to add a delivery service and has an app currently in development.
Breakfast includes subs, bagels and carb free pots ranging in price from £2.75 to £3.95; the build your own subs range from £4.25 to £5.75, while there is also a cold deli range, salads, sides and soups.
Fred’s also offers a “workers menu” aimed at catering for offices, with a minimum order of £25, which includes free local delivery.
The first site under the new concept, which promises “subs you can trust”, opened earlier this year at the Tesco Extra in Osterley, west London.