In-store catering has come a long way from being a secondary consideration and now covers all aspects of the eating out market from the budget breakfast option to the finest champagne and caviar. There has also been some real success with the introduction of branded outlets into less traditional stores such as bookshops and garden centres.

There is a clear trend in the market towards an improvement in the quality and style of retail catering. Most retailers want to reflect the retail trends elsewhere in their store resulting in the creation of more lifestyle-oriented catering outlets.

Whether the execution of the catering offer is maximising the opportunity may be up for debate, however, it is indisputable that in-store catering has now become an essential feature of modern retailing. In-store restaurants and cafés have in themselves become a serious contender within the wider eating out market. They represent competition to many coffee shops and casual dining concepts, which is partly why many brands have been keen to seek partnerships with retailers.