London: Nine food-to-go themes

We share some of the latest trends we've observed from recent London safaris and insight sessions.

1. Food hall expansion continues

Last month brought not just one but two food halls opening in central London, adding to what is already a significant body of activity. And the two additions - MarketPlace St Paul's and BOXHALL at Liverpool Street - both impressed on our visits last week.

So what are the key principles of how to make a food hall shine? Location is clearly important here, and we'd also call out the ability to meet multiple different food - and drink - missions across different dayparts. But given the amount of direct and adjacent competition, it's important to create standout elements within each, which have their own individual draw and reputation to support the collective appeal. MarketPlace St Paul's differentiation includes the first Rolled sushi concept in London, from Sydney via Manchester and bringing the same Aussie vibe that's helped several other hospitality businesses thrive across London. Meanwhile BOXHALL includes the likes of Eggslut and Soft Serve Society as well as a venture into the food hall space from Argentinian steak restaurant Gaucho.

2. Cuisine preferences are increasingly global

We've witnessed much experimentation in this space, and a lot of activity across a growing number of different cuisines. There's been considerable ebb and flow over recent years here, and of course a global pandemic that blew many plans off course. But the growth in food halls is providing a good platform and outlet for growth - Indi-go Rasoi is a great example here. And for us, this reflects the opportunity to grow culinary awareness around cuisines that consumers (kind of) know. The seven strong chain has just opened its highly impressive latest concept at Liverpool Street station. The broader principle for us is that the ethos of the restaurant chain Caravan - well-travelled food - is increasingly one that is relevant across the broader food-to-go and hospitality market in London, something you can see in the food-to-go space across operators such as Assenheims 56.

3. Veg-first concepts are enjoying their time in the sun

   
   

If you've spent much time in London recently, you're likely to have noticed the likes of Farmer J, atis and The Salad Project in more locations around the city. A strong focus on quality produce underpins the proposition at each of them. And all, in common with Sandwich Sandwich, are focusing on quality ingredients, feeding into larger portion sizes, and selling at higher price points.

4. A focus on cleaner ingredients is helping sushi and poké to shine

Honi Poké has c. 20 London locations, while Island Poké and Poké House both have around half that number. Honi Poké in particular has substantial expansion plans, driven by the consumer demand it is seeing across its existing estate. And we're seeing poké concepts flex into broader ranges, including hot food. At the same time, we're continuing to see sushi evolve and expand, and in fact we're seeing both poké and sushi play a bigger role in retail food-to-go propositions.

5. New wave coffee chains are in rude health

Right now this is another exciting part of the market, as operators such as WatchHouse, Blank Street Coffee, Rosslyn and Hagen build scale across London. All have strong points of differentiation, for example we're currently loving the social and sustainable aspect of the Hagen Kaffe Klub, while Blank Street Coffee is riding a strong wave at the moment, not least on account of its monthly matcha specials attracting massive social media interest and driving visits in-store.

6. Matcha matcha everywhere.

   
   

The pictures below give some indication how it's become a menu mainstay for many. Needless to say, it's become a lead message for many in external marketing to drive footfall activity over recent months in particular.

7. Protein, protein, protein

   
   

The UK was probably slower than other markets in getting the protein bug, but it feels that in 2025 it is making up for it, with rapid expansion of protein focused ranges and products coming through across the board. The overt protein message is one aspect of the trend, but we also see read-throughs in the continuing success and expansion of chicken chains, plus on the red meat side, with steak playing a bigger role, whether it be the NBA star Kevin Durant endorsed steak wrap at Joe & the Juice or the expansion of operators like Argentinian Grill across London.

8. Retail food-to-go ranges are getting an upgrade

We've just had a host of new products being introduced for the summer season, and we are feeling significant ambition coming through in food-to-go right now. While it's new lines at Sainsbury's and M&S that have caught our attention most recently, we see lots of opportunity across a wide range of retailers. And there's a lot of great branded NPD coming through as well.

9. Authenticity, service and brand development/ presence are key attributes to success

Winning in food-to-go can appear to be a fairly complex equation right now. And of course, location remains absolutely paramount, alongside having a great food product/ menu proposition. But there are a number of additional aspects that we see as being critical at the current time:

• Authencity - and linked through to provenance - living the beliefs that you stand for and doing business the right way and with the right partners.

• Service - this can be via digital or in person, or most likely through a combination of the two, but considering quality of service and speed of service in tandem remains critical to success in this arena.

• Brand development/ presence - some of this revolves around social media presence, and this, across multiple platforms, has become much more important. But alongside this there are multiple further aspects - brand partnerships is definitely one that's becoming more integrated into operations for many, but there is also a constant need to keep and drive relevance and interaction with customers, which is typically longer term in focus and only partly fulfilled by the latest social media focus.

Like this article? Take it further and deepen your understanding of the potential opportunities by booking a place or two on our London food-to-go safari on Wednesday 23 September.

Don't like to share? We can set up a safari for you and your team, get in touch with Gavin to find out more.

Want to stay on the ball? Send Gavin an email to receive our weekly retail and food-to-go update.

Want to talk? Why not  get in touch with Gavin?