John Lewis opens Jamie Oliver cookery school and cafe at Oxford Street store
What: John Lewis expands hospitality offering with Jamie Oliver cookery school and cafe at Oxford Street flagship, part of broader strategy to increase food service spaces to 62 locations across store network.
Why it is important: "This expansion demonstrates how department stores are leveraging hospitality partnerships to create experiential destinations and drive customer engagement beyond traditional retail."
John Lewis has opened a Jamie Oliver cookery school and cafe at its Oxford Street store in London, spanning 4,600 square feet on the third floor. The space features two cookery classrooms and a 50-seat cafe, reflecting the retailer's growing focus on hospitality services. The company has seen hospitality sales increase by 6% over the past year, with food service now accounting for one in five transactions across its store network. Building on this success, John Lewis plans to open five additional cafes and restaurants this year, including new Ori Caffes in Liverpool and Solihull, bringing its total hospitality spaces to 62 across 36 stores. The initiative includes seasonal pop-ups designed to create unique experiences, such as a floral centerpiece wine bar in Peter Jones's atrium during the Chelsea Flower Show. This hospitality expansion forms part of a broader transformation plan that includes major refurbishments at Liverpool and Bluewater stores, along with significant upgrades to five beauty halls.
IADS Notes: The opening of Jamie Oliver's cookery school at John Lewis Oxford Street represents a significant evolution in retail hospitality strategy. According to WWD's October 2024 coverage , this initiative forms part of an £800 million investment in store transformation, which includes the integration of experiential retail concepts. Drapers' December 2024 analysis showed how partnerships with established hospitality brands like Caffè Nero have enhanced the customer experience across John Lewis's network. Retail Week's October 2024 report highlighted how CEO Peter Ruis's vision for making John Lewis "radically relevant" includes creating compelling in-store experiences that drive footfall and engagement. This strategy aligns with Retail Gazette's October 2024 coverage of the Peter Jones transformation, demonstrating John Lewis's commitment to elevating its store environments through innovative partnerships and experiences. The success of this approach is evidenced by hospitality now accounting for one in five transactions, with sales growing 6% over the past year, leading to plans for expanding to 62 hospitality spaces across 36 stores.
