The jury may still be out on the turnaround of Tesco’s UK supermarket business, but the retailer cannot be accused of a lack of effort in its search for new restaurant and café concepts to entice customers into its bigger stores. 

To a portfolio that already includes Giraffe, Decks, Harris + Hoole and Euphorium Bakery can now be added a “deli-diner” format called Fred’s Food Construction. 

The concept has been developed by Paul Goodale, former head of restaurants at Harrod’s, and Daniel Gestetner, the multimillionaire founder of Yoomoo frozen yoghurts. 

Fred’s, which has the strapline “subs you can trust”, will sell the sort of sandwiches and salads served at traditional New York delis such as Katz’s Delicatessen.