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Asda Targets Upmarket In-Store Cafe Experience

Asda could be planning to introduce a more premium positioned in-store cafe across its estate, after it applied to register a trademark for the concept with the Intellectual Property Office. The new in-store cafe, called Express Diner, was introduced to its Colne superstore at the end of last month, and an application filed last week with the IPO suggests it could be looking to roll it out across the estate. The style of the cafe, with wood and chrome design, looks more like a high-street coffee shop than retail in-store proposition.

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