Closer launch secret pop-up restaurant to launch Morrisons M Kitchen range
at 4:22 pm
Morrisons has unveiled a unique foodie partnership with five of the UK’s leading chefs. Bryn Williams, Nigel Haworth, Aldo Zilli, Atul Kochhar and Pierre Koffmann have worked with Morrisons on part of the rebrand of its meal solutions range, M Kitchen.
Working alongside Morrisons own culinary experts, the professional chefs each created an exclusive recipe for the M Kitchen range. To launch Closer created an unbranded pop-up bistro just off Regent Street, fronted by the five chefs, called The Kitchen. Here, diners were served the dishes, unknown to them that it was straight from a packet. At the end of the meal, once diners had given feedback, Morrisons revealed it was behind the venture, proving that it’s possible to produce restaurant-quality meals in an instant. The pop-up will be open until 13th October 2011.
These dishes are a small part of the newly launched M Kitchen range which includes 300 restaurant quality meals to enjoy at home. As a nation, we eat £3.3 billion worth of ready meals every year, with 75% of consumers admitting that they see ready meals as the more affordable alternative to a takeaway or dining out
Neil Nugent, Executive Chef at Morrisons, commented: “The Kitchen has been an incredible experiment with 81% of diners saying that would pay more than £30 for their food and 81% rating it as ‘excellent’. We’ve achieved our goal to demonstrate that you can have restaurant quality food to enjoy easily at home. The new M Kitchen range only uses the highest-quality ingredients, authentic cooking methods and gourmet recipes. With this philosophy in mind, we worked with Pierre, Bryn, Nigel, Aldo and Atul to add their own exquisite touches to five dishes.”
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