WHSmith is introducing its own-brand Christmas sandwich range across 300 travel stores for the first time.
- The range is part of the Smith’s Family Kitchen line, offering a variety of festive flavors.
- This launch reflects WHSmith’s strategy to expand its food-to-go options across travel outlets.
- Food sales reportedly make up 15% of WHSmith’s UK travel store revenue, with growth anticipated.
- Andrew Harrison, Managing Director, emphasizes the festive spirit these sandwiches bring to travelers.
For the first time, WHSmith has debuted a Christmas sandwich range available in 300 of its travel stores. This new addition is part of the Smith’s Family Kitchen food-to-go line, indicating the company’s efforts to broaden its culinary offerings.
The festive selection includes eight distinct sandwiches, such as the Ultimate Christmas Dinner with turkey and sage stuffing, Merry Miso Chicken served in a brioche bun, and a Vegan Spiced Parsnip option. Each choice aims to cater to diverse customer preferences during the holiday season.
This initiative underscores WHSmith’s commitment to providing high-quality, diverse food options for on-the-go customers, particularly during the festive period. Andrew Harrison, WHSmith UK Travel’s Managing Director, highlighted this sentiment by stating that the introduction of the Christmas sandwich marks the real beginning of the holiday season for many travelers.
The initial launch of the Smith’s Family Kitchen in September saw the introduction of various sandwiches and wraps, prompted by a growing customer demand for convenient food options in travel settings. As a result of this strategy, food now constitutes 15% of the company’s sales in UK travel stores, with expectations of increased contribution in the future.
Harrison emphasized WHSmith’s dedication to enhancing its food offerings, particularly for travelers seeking a festive touch in their meals. He expressed that these sandwiches are designed to invoke the Christmas spirit among the company’s traveling clientele.
WHSmith’s festive sandwich launch marks a strategic expansion in its food-to-go offerings, expected to boost revenue.
