The familiar hum of a department store café is undergoing a radical reimagining as legacy retailers battle to transform their physical spaces into must-visit destinations. For John Lewis, the answer to this modern challenge lies in a significant evolution of its long-standing partnership with hospitality specialist Benugo. The retailer has entrusted its entire estate of 32 in-store restaurants, including all “Place to Eat” locations, to Benugo for a complete overhaul. This ambitious project aims to do more than just update menus; it seeks to redefine the role of dining within the department store, turning functional eateries into compelling attractions that enhance the overall shopping journey and encourage customers to stay longer.
Beyond a Place to Eat
In today’s competitive retail environment, the in-store café can no longer be a mere amenity. The central challenge for a heritage brand like John Lewis is transforming these spaces from convenient rest stops into integral parts of the shopping experience. The goal is to create destinations that not only serve existing customers but also actively draw new foot traffic, providing a reason to visit the physical store over online alternatives.
This strategic shift recognizes that modern consumers seek more than just products; they desire experiences. A revitalized restaurant offering, characterized by a distinct ambiance, high-quality food, and excellent service, becomes a powerful tool for brand building. By creating an appealing dining environment, John Lewis aims to foster a deeper connection with its customers, encouraging them to linger, socialize, and fully immerse themselves in the brand’s world.
A Strategic Alliance Forged over a Decade
The decision to hand over the entire restaurant portfolio to Benugo is not a sudden move but the culmination of a decade-long collaboration. This existing relationship provided a foundation of trust and a proven track record, yet the new agreement was forged through a rigorous two-year competitive selection process. This extensive tender underscores the strategic importance of the initiative and John Lewis’s confidence in Benugo’s vision.
Entrusting an external partner with such a customer-facing element of the business represents a significant strategic pivot. It allows John Lewis to focus on its core retail operations while leveraging Benugo’s specialized expertise in creating modern, high-volume hospitality concepts. The partnership is designed to blend Benugo’s innovative approach with the service standards and brand values that John Lewis customers have come to expect.
Deconstructing the Transformation
Benugo’s revitalization plan for the 32 locations is built on a multi-faceted approach, starting with a complete culinary reinvention. The new, yet-to-be-named restaurant brand will move away from a one-size-fits-all menu, instead emphasizing locally sourced ingredients and seasonal innovation. This will be complemented by the introduction of dynamic new concepts within the restaurants, including in-house bakeries, fresh delis, and counters serving handmade pizzas, offering a diverse and elevated food experience.
Parallel to the menu overhaul is a comprehensive physical redesign of the dining spaces. The objective is to create environments that are both modern and welcoming, encouraging customers to relax and dwell rather than simply eat and leave. The design will reflect a contemporary aesthetic that aligns with the premium positioning of the John Lewis brand, ensuring the restaurants feel like a natural extension of the shopping floors.
A crucial component of the transformation is the commitment to the people behind the service. Benugo plans to work closely with the existing John Lewis restaurant staff, integrating them into the new operation through comprehensive training and development programs. This focus on personnel is intended to ensure a seamless transition, maintain high service standards, and empower employees to deliver the enhanced hospitality experience envisioned for the new brand.
The Museum Model
A key factor in Benugo’s selection is its proven success in managing food and beverage services for some of the UK’s most prestigious cultural institutions, including the V&A and the Natural History Museum. In these high-profile venues, Benugo has demonstrated an ability to create distinct, quality-driven dining experiences that complement and enhance the visitor’s journey. This experience provides a credible blueprint for elevating the John Lewis offering beyond that of a typical retail café.
The “museum model” involves tailoring hospitality to the specific identity and audience of the host institution. By applying this bespoke approach to a retail setting, Benugo can create a dining atmosphere that feels unique to John Lewis. This strategy moves away from generic food court concepts and toward curated culinary experiences that resonate with the department store’s brand identity, turning each restaurant into a destination in its own right.
The Phased Rollout
The nationwide transformation is being implemented through a carefully structured, multi-year timeline. Work is now beginning on the first six flagship locations set for renewal: Bluewater, Chichester, Norwich, Nottingham, Reading, and the prominent fifth-floor space at the Oxford Street store. These initial sites are scheduled to reopen with their new branding and concepts starting this summer.
Following the launch of the initial wave, the rollout will continue across the country, with the entire estate of 32 restaurants expected to be fully transitioned by 2027. This new, unified restaurant brand will become a cornerstone of John Lewis’s broader hospitality strategy. It is designed to operate alongside and complement other specialized food partners already present in select stores, such as Ori cafés and Huffkin’s Tea Rooms, creating a diverse and appealing culinary landscape for shoppers. The partnership represented a clear and decisive strategy to modernize a key aspect of the John Lewis customer experience, blending retail and hospitality in a way that aimed to secure the retailer’s appeal for years to come.
