Harrods focuses on convenience and personalisation in new Fresh Food Hall

The second refurbished space in the luxury retailer’s food offering features a vegetable butcher and truffle table for cheese.

13 November 2018

For the first time at Harrods, customers will have the opportunity to talk to the chefs who have made their meals. Present on the shop floor, the cooks will be prepping and garnishing dishes, fetching ingredients, and offering advice on flavours and food pairings.

The new approach is part of the luxury retailer’s revitalised Fresh Market Hall – the second stage in a project it calls the Taste Revolution, centring on the refurbishment of the store’s historic food halls.

The Roastery & Bake Hall was the first to undergo a makeover, but now it’s the turn of the Fresh Hall, which focuses on everyday essentials while placing provenance, convenience and seasonality at the forefront.

150 in-house chefs

The heart of the new hall is the redesigned deli, which offers a range of classics, including beef Wellington and salmon en croûte, as well as new dishes such as Asian slow-cooked beef short rib and truffle macaroni and cheese. All the dishes are freshly prepared throughout the day by Harrods’ in-house chefs, using ingredients sourced directly from the food halls.

“Opening the Fresh Market Hall will allow us to bring my team of 150 in-house chefs to the forefront, servicing our foodie customers directly and introducing the chefs’ brand new creations to the Harrods deli counter,” said Harrods’ executive chef, Andy Cook.

Alongside the deli is the rotisserie, where customers can select a chicken that has been brined and marinated for 24 hours, then brushed with garlic butter.

Alternatively, they can enjoy the sandwich of the day, filled with fresh cuts of meat such as roast beef, buttermilk chicken and ham, which is made with a signature sourdough that’s baked fresh every hour in the Roastery & Bake Hall.

Personalised veggies

A vegetable butcher has been installed where customers can customise vegetable mixes.

“The purpose of the Vegetable Butchery is to make it easier for customers to prepare a side or a main dish of their liking,” a Harrods’ spokeswoman told Food Spark. “Customers can pick an array of produce from the Green Wall and the Vegetable Butchery will prepare the dishes for them in any style, be it a stir-fry, spiralised, or seasoned and finely chopped. The Vegetable Butchery is a celebration of fruit and vegetables and a quick and easy solution for customers to prepare at home.”

Over at the fish and meat counters, meanwhile British produce is celebrated alongside the best international breeds. The Fishmonger offers a selection of both fish and shellfish, including a new range of own-label salmon sourced directly from the Faroe Islands; the largest selection of oysters in the UK; a range of the caviars; and native and Canadian lobster served fresh in-house or prepared to take away. It also offers filleting, hand-carving and seasoning services.

At The Butcher, customers can choose from a selection of British specialty breeds and seasonal game, as well the cuts from around the world, including Kobe, wagyu, Pyrenean lamb and Iberian pork.

The charcuterie counter showcases Harrods’ suppliers like Cinco Jotas Ham, which is providing access to 200 limited-production legs, each of which are available to purchase whole or sliced.

For cheese choices, the newly created Truffle Table offers shoppers the indulgent option of sprinkling white or black truffle over their fromage, while favourites from the new range are the smoked burrata and the 24-month-aged comte.

Italian and Indian

Artisan Italian producers Pasta Evangelists are also lending their expertise to the show, opening their first retail store in Harrods. An array of fresh signature dishes are available to take home and cook, or served warm to take away in a build-your-own box.

Dishes at the time of launch included black truffle and burrata ravioli with truffle butter and toasted hazelnuts; ischia sea bass tortellini with yellow datterini tomato sauce and samphire; pink beetroot ravioloni with sage butter and poppy seed pangrattato; and giant pumpkin-stuffed gnocchi with rosemary butter, toasted pumpkin seeds and parmesan.

Meanwhile, Karma by award-winning chef Vineet Bhatia brings a revitalised offering of Indian classics, hot soups, roti rolls and salads inspired by his childhood in Mumbai.

Chris Dee, director of food and home at Harrods, said the retailer has always been a leader in the world of fine food.

“The launch of the Fresh Market Hall celebrates our unrivalled access to the world’s finest suppliers, as well as the skills of our talented in-house chefs who prepare our new revitalised deli range each day for our discerning customers,” he said.

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