M Kitchen Pops-Up
Last night marked the last in a three-night run of The Kitchen, a pop-up restaurant in London’s West End devised by UK supermarket chain Morrisons to trial its new upmarket food range – M Kitchen.
Using intrigue as its trump card, Morrisons lured diners through social media sites such as Facebook and Twitter without revealing its identity.
Top international chefs including Aldo Zilli and Pierre Koffman were at the helm of The Kitchen each night, treating guests to dishes ranging from beef bourguignon to chicken korma. All were free of charge.
Mass market versions of all of the meals, forming Morrisons’ new M Kitchen range, have already hit stores – spearheading the supermarket’s bid to provide the quality expected from more expensive retailers, such as UK high-street retailer M&S, but at up to 30% less cost.
The range is part of a wider overhaul of Morrisons’ entire own-label food offerings over the next 12 months.