John Lewis expands cafe and restaurant operations to boost footfall

John Lewis is making a significant move to increase footfall in its department stores by expanding its dining and hospitality offerings. This year, the retailer plans to open five new cafés and restaurants, bringing the total across its estate to 62. This decision reflects the growing importance of food and drink within the company’s evolving strategy as it seeks to become a destination for more than just shopping.

Katie Papakonstantinou, director of services and hospitality at John Lewis, stated, “We know that our customers want more from their shopping trip: while shopping is at the heart of it, they want a broader in-store experience. By continuing to invest in new and exciting dining concepts, we can keep our offering fresh and attractive, enhancing customer loyalty and boosting their attachment to their local store.”

The expansion includes the Mediterranean-themed Ori Caffè concept, which will open in the Liverpool and Solihull locations, along with a new site in Southampton. Ori Caffè, already operating in eight stores, has been a success as part of the retailer’s hospitality focus. In addition, 750,000 more visits were recorded last year across John Lewis’s Place to Eat restaurants compared to the previous year, demonstrating the growing popularity of their food-based initiatives.

New investments extend to creative dining experiences. The Oxford Street branch has introduced a Jamie Oliver Cookery School and Jamie Oliver Café, which occupies 4,600 square feet of space with two classrooms and a 50-seat café. Seasonal pop-ups also form part of the strategy, such as this month’s floral-themed wine bar in Chelsea, set up to coincide with the Chelsea Flower Show.

The push into food and drink forms part of a broader strategy to revitalise the John Lewis brand, which has faced challenges, including falling profits in recent years. Under new leadership by chairman Jason Tarry, the company is re-focusing on its retail heritage. Notable steps include reinstating the popular ‘never knowingly undersold’ pledge and increased investment into its physical stores. Customer service retraining has also been introduced to enhance the shopping experience.

Recent financial results demonstrate progress. The partnership reported pre-tax profits of £126 million for the year to January 25, 2025, a sharp increase from £42 million the previous year. Overall sales rose 3 per cent year-on-year to £12.8 billion. Tarry remarked, “These are solid results which show that our customers are responding well to our investments. We still have a lot of work to do, but our progress is encouraging.”

John Lewis is betting that by aligning the retail and hospitality elements of its stores, it can successfully meet the changing expectations of modern shoppers, while strengthening its position on the high street.