The David Jones department store chain is reportedly set to make a significant foray into the food business, as part of revamp plans by new owner Woolworths Holding.

According to local media reports, Woolworths has appointed Pieter de Wet as its new General Manager of Foods. The reports said de Wet will take up the post later this year, and will directly report to Ian Moir, CEO of Woolworths Holdings, instead of Iain Naim, CEO of David Jones.

The reports cited unnamed sources as saying the role will cover the opening of cafes, restaurants and coffee shops to existing food halls at David Jones stores, as well as exploring the possibility of standalone food stores (such as Woolworths’ Thomas Dux or Jones the Grocer). The move, if confirmed, would be in keeping with Woolworths’ renewed focus on grocery, which accounts for nearly 30% of its sales in its home market of South Africa.

The Australian Financial Review quoted a Woolworths spokesperson as saying: “Food and food services are important elements of the existing and future David Jones and as in all areas of our stores we are focused on providing our customers with a continually improving experience and product offer”.