Asda will be opening a steak restaurant for one night in its Shoreditch store in London, where diners are offered “outstanding dishes” for free.
The Big 4 grocer will randomly select 50 lucky winners from its website’s prize draw to dine at its Steak Bay pop-up.
Open on 9 June, the restaurant’s menu features 21-day matured tomahawk and extra thick cut 30-day matured sirloin steaks, British beef steak burgers, slow-cooked pork rib racks and more.
All of the produce has been endorsed by the Good Housekeeping Institute, and will be rested in tin foil and seasoned with salt at the table.
Asda’s chief executive chef and senior director of innovation and trends Jonathan Moore will also be preparing and plating all the dishes.
“We’re extremely proud of the changes we’ve made to our meat ranges this summer and are confident the products deliver the quality and taste our customers expect,” Asda senior director of meat, fish and poultry Gavin Warburton said.
“Our new Ultimate Extra Special range introduces large, premium cuts of meat such as the showstopper Tomahawk steak which are often seen in restaurants rather than supermarket shelves but are the ideal size to cater for the whole family.”
Warburton added: “We can’t wait to open the doors to the Steak Bay restaurant to showcase these products in all of their glory, proving that you don’t need to spend hundreds or thousands of pounds to access amazing quality dishes.”
The news comes after Asda chairman, Lord Stuart Rose, said the government’s £15 billion cost of living handout was not enough to help struggling families and is only a ‘drop in the ocean’ compared with the pressures consumers are facing.