Tesco to open a pub for the King’s Coronation
Tesco has revealed plans to open its first ever pub next month as a way to celebrate the King’s Coronation.
The public house, named The King in the Castle, located in Farringdon, London, will open from 4 – 5 May and, according to reports, will offer a full Coronation-themed menu featuring products from Tesco’s limited-edition Coronation food range.
Highlights will allegedly include drinks such as a British trifle-inspired bellini along with dishes such as ‘Camilla’s King Prawn Curry’ and ‘The Prince’s Crust Pie’.
All of the proceeds from the food and drink sales from the pub are being donated to The Prince’s Trust, along with £250,000 from the proceeds of sales from the UK supermarket chain’s Coronation range sold in stores.
Tesco chief customer officer Alessandra Bellini said: “The Coronation is a historic moment and we want to help our customers celebrate it. As one of the most enduring parts of British culture, pubs have traditionally been an important part of local communities and so a pub felt like the perfect way to bring people together to mark this special occasion and enjoy delicious food.
Bellini added: “We’ll donate £250,000 from the proceeds of sales of our limited-edition Coronation range in-store, along with all proceeds from the pub to The Prince’s Trust so we can all enjoy food that both tastes good and does good. Tesco and The Prince’s Trust have worked together for five years, so this is a wonderful way for us to highlight the incredible work that they do and help them to continue to support young people across the UK for many years to come.”
Bookings for the pub can be made via OpenTable from today although Tesco has reassured that walk-in sittings will also be available.
This is not the first time that Tesco has dabbled with opening the on-trade. Previously, its pop up bar concept showcased its ‘Finest’ wine brand in a contemporary art gallery in the heart of London’s Soho before opening venues seasonally in other locations in the run up to Christmas.
Rival supermarket chain Aldi has also been known to operate pop up venues, with one having been to promote its wines in Shoreditch Boxpark in East London.