Morrisons has opened an unbranded central London pop-up kitchen restaurant to promote its ready meals. The Kitchen was open for 4 days (10th-13th October) in Great Marlborough Street as a part of London Restaurant Week. The restaurant was branded as ‘The Kitchen’ and the guests were not told that it was a Morrisons brand until after the event, when the guests found out that the meals they just had were all recipes from Morrisons' new M Kitchen ready meals range, which includes: a Bistro range, chef-created meals, Pan Asian, takeaway, sharing, everyday meals and fresh ideas. This way Morrisons wanted to win over the public, and to change their perception of ready meals. We bet they did as M Kitchen has the top culinary collaborations with the UK’s best chefs: Atul Kochtar, Aldo Zilli, Pierre Koffman, Nigel Haworth and Bryn Williams. Each of them created an exclusive recipe for M Kitchen in order to bring the restaurant quality experience to the customers’ houses. The hospitality staff from LOLA Events was serving the guests, a majority of which were food critics and journalists and a few lucky members of the public. The delicious 4 course meal was accompanied by the selection of vintage wines recommended by the sommelier. The successful concept of the M Kitchen pop-up restaurants will now hopefully go nationwide to promote their re-branded range of ready meals.
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