Asda to open premium pop-up restaurant to showcase steak range


30 May, 2022 | by The Retail Bulletin

Asda is opening a steak restaurant for one night only at its store in London’s Shoreditch where diners can enjoy “outstanding dishes prepared and plated with fine dining finesse” for free.

Some 50 lucky winners will be able to secure their space at the Steak Bay pop-up by entering a prize draw on the supermarket’s website. Winners will be selected at random.

Open for one night on Thursday 9 June, the restaurant will offer guests a menu of 21-day matured tomahawk and extra thick cut 30-day matured sirloin steaks, British beef steak burgers, slow-cooked pork rib racks and more, all of which have been endorsed by the Good Housekeeping Institute for the quality stamp of approval. Rested in tin foil to lock in the flavour, the steaks will then be seasoned with salt at the table by expertly-trained waiting staff.

The dishes will be prepared and plated by Asda’s executive chef and senior director of innovation and trends, Jonathan Moore.

Gavin Warburton, Asda senior director of meat, fish and poultry at Asda said, “We’re extremely proud of the changes we’ve made to our meat ranges this summer and are confident the products deliver the quality and taste our customers expect. Our new Ultimate Extra Special range introduces large, premium cuts of meat such as the showstopper Tomahawk steak which are often seen in restaurants rather than supermarket shelves but are the ideal size to cater for the whole family.

“We can’t wait to open the doors to the Steak Bay restaurant to showcase these products in all of their glory, proving that you don’t need to spend hundreds or thousands of pounds to access amazing quality dishes.”

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