H&M is expanding the customer experience in its brick and mortar stores. The international retailer has just introduced a concept cafe to its Westfield White city store in London.
Called It's Pleat, the cafe is the first H&M has introduced to London, yet the fourth globally. The brand's first cafe debuted in Stockholm last year. It's Pleat serves breakfast, lunch and snacks throughout store opening hours.
The H&M Group describes the It's Pleat cuisine as "health-ish." The menu encompasses pastries like cinnamon buns and banana breads, as well as signature salads and sandwiches.
“We think of our philosophy as a healthy-ish approach to food,” the cafe's managing director Ulrika Leveren told the Evening Standard. “Some days all you need is a healthy salad and coconut water, and sometimes only a slice of chocolate cake and a cappuccino will do the trick.”
In a time where shoppers can buy just about anything a store offers from the tap of a finger on a smartphone screen, It's Pleat works to give consumers another reason to enter a physical retail location. The in-store eatery also helps H&M to secure its standards of sustainability within the eyes of the consumer. It's Pleat's food packaging is decomposable, and the cafe plans to compost waste.
View this post on Instagram
It's showtime. Today we opened our first café in the UK. Come visit us on the second floor of the H&M store in Westfield, White City, London. * * * * * * H&M club members get a free coffee and 15% off any purchase. * * * * * * Welcome. #itspleat #london #healthyish #coffeetreatsitspleat