The chief executive of Côte on Thursday said the restaurant chain is hoping to sell thousands of its dishes a week from its new upmarket ready-meals division, in a move to generate desperately-needed revenues.
The French-inspired dining group was forced to close its 96 branches last month due to the government-enforced Covid-19 lockdown. It has furloughed around 3000 employees.
Côte chief executive Alex Scrimgeour said the company has transformed one of its production sites in London’s Park Royal, where it previously made sauces, into a large kitchen where dishes are cooked before being packaged and home delivered using couriers.
The 13-year-old firm started a test launch of its ‘Côte at home’ website earlier this month, with the food, oven ready or suitable for freezing, being sold in London and the home counties. It will now start to roll it out nationwide. Meats and wine can also be bought.
Scrimgeour told the Evening Standard: “Like all restaurants that still face rental payments and other overheads despite no trade coming in, we needed a new revenue stream. I hope this will help keep the brand in people’s minds, keep cash coming in, and entice customers to visit our restaurants when we re-open.”
He said around 3,500 meals, including beef bourguignon, were bought in the first week of testing. He hopes that will rise to as many as 10,000 per week.
Côte, which is owned by private equity group BC Partners, said minimum orders online are £40 with a £4.95 delivery charge. Orders over £80 have free delivery.
