Repositioning Tesco’s
very own cafe

In brief

Tesco’s in-supermarket cafes wanted to compete harder, attracting the brand’s many different types of shoppers, as well as a loyal customer base.

With Tesco Cafe, we competed where it counted

At The Cafe inside Tesco, the popular is simply done well. We repositioned The Cafe as the champion of the nation’s much-loved food and drink. The result is ‘Serving everyday favourites’, a line for a direct, unpretentious sub-brand. There’s no fuss and no need to compete with the sector’s use of dish-describing superlatives. The right art direction and graphic assets do the visual work, while the tone of voice and messaging always get to the heart of what The Cafe is about for the broadest appeal. Our support included producing highly practical guidelines, with a messaging bank and a streamlined information-hierarchy system. We continue to work alongside the Tesco Cafe team on campaigns, communications, packaging and point of sale collateral. MR.D’s menu favourite? It’s got to be ‘The Breakfast’.

Strategic Positioning • Brand Evolution • Brand Guidelines • Campaigns • Store and Cafe Communications • Packaging • Point of Sale • Art Direction