Booker is trialling a self-serve sundae and waffle concept in a Budgens store, generating the trial retailer an average of 70% profit on each item sold.

The service was launched by Paul Gardner, of Budgens of East Finchley in London, on 14 June and has so far generated the store an average of £200 in additional sales a day.

Based at the front of the shop, customers can pick from cones or cups of sundaes or gelato, waffles, milkshakes or crepes, all with a choice of toppings. Prices range from £2.50 to £4.95, with extra sauce or toppings costing 50p.

Ice cream and toppings are displayed at the front of the large stand, while digital screens highlight pricing to customers.

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Booker confirmed it was backing the single-store trial. Better Retailing understands the wholesaler has partnered with Ireland-based Ice Cream Treats for the concept, which has been similarly rolled out across Musgrave sites.

Commenting on the concept, Gardner told Better Retailing: “East Finchley is an ideal site for the concept as it’s based in a community. I did think about putting it in my Islington site, but it’s quite a transient location and there’s already a competing ice cream parlour down the road.

“We offer a large range of products which include whipped ice cream, waffles and crepes. I wanted to get the concept in before summer to generate demand. Although ice cream is good for hot weather, the waffles and crepes mean we can still generate demand in the winter.

“The average margin per product is about 70% and we get demand from both adults and kids. Booker has helped supply the equipment and they’re really good at ensuring our products arrive on time.”