The supermarket is bringing back a deal for over-60s to help ease financial pressures during the colder months
Asda is bringing back its £1 winter warmer café deals, offering over-60s a hot meal and unlimited drinks “to help ease financial pressures during the colder months”, according to the supermarket. The scheme, kicking off on Saturday (1 November) and running until the end of February, will be available in all 212 of the supermarket’s cafés across the country.
The deal includes either tomato or chicken soup, served with bread and unlimited tea or coffee for just £1. Last year, Asda sold over half a million of these meals, highlighting the significance of the initiative for older customers grappling with rising living costs.
Besides providing affordable food, the supermarket is promoting social interaction among the elderly. Asda’s community champions are inviting local over-60s groups and individuals to visit their nearest store café and use the winter warmer offer as a chance to chat and connect with others.
According to Asda’s 2024 Christmas community tracker, one in 10 over-60s were unsure if they would speak to anyone between December 15 and January 1, with the same proportion visiting supermarkets simply for human interaction. Jordan Cummings, buying manager for cafes and concessions at Asda, stated: “We know winter is set to be incredibly hard for thousands of pensioners as they continue to worry about how to keep themselves warm in the face of rising living costs and on a fixed income.
“Last year alone we sold over half a million meals showing the vital need for this initiative.
” By reintroducing Winter Warmers this November, we aim to provide impactful support throughout the winter months for those most in need, whilst also offering a relaxed social environment for people to engage with others.”
Meanwhile earlier this month Asda said it isintroducing digital price tags to the shelves of 250 of its Express convenience stores, allowing it to electronically change prices.
The supermarket is following in the footsteps of retailers like Lidl and Currys who have adopted so-called electronic shelf-edge labels (ESLs) in shops.
Asda said around 2,800 separate labels will be added, meaning staff will no longer need to manually replace pricing in stores.
The technology, powered by retail technology firm VusionGroup, also helps display allergen information through QR codes, as well as displaying the cost, weight and unit price of products.
The grocer said the change will free up time for its store workers, such as to help customers, manage deliveries and restock shelves.
It is understood that Asda has no plans to reduce staffing as a result of the rollout, nor introduce “dynamic pricing” – which enables businesses to raise or lower prices in real-time in response to demand.
Joseph Sutton, Asda Express’s vice president, said: “We’re continuing to invest in enhancing our stores, and the launch of cutting-edge technology across our Express estate is proof of this.
“By streamlining our instore operations, we can free up our colleagues to focus on what they do best – serving our customers.”
Asda is opening up to 20 new convenience stores before the end of the year.
The grocer has been pushing forward with a major turnaround strategy which has included cutting the prices of a range of products in a bid to attract more cash-strapped shoppers.
Digital price tag technology has been introduced by the likes of Lidl, Co-op and Currys across UK stores. Co-op has also used the technology to direct shoppers to its membership webpage when they tap the label with their mobile phone.
