Creams Cafe, the dessert cafe chain, is to roll out 50 sites by April 2018 taking the brand to close to 100 nationwide.
The brand is undergoing an extensive roll-out programme after employing former managing director of Rossopomodo UK, Handley Amos, as its interim chief executive in February this year.
He has been employed to help structure and develop the brand for faster roll out. He told MCA he would be staying with the company for at least two years to facilitate this.
Creams Cafe has 47 sites, an additional 42 where terms have been agreed with 18 opening by September. It is also going to start trialling kiosk takeaway sites.
Amos said the company was taking control of site finding to ensure good quality venues for the brand. It is looking for 1,800 to 3,000sq ft sites in main cities across the UK.
“We are a franchise operation so we are marrying up franchisees with the sites,” he told MCA.
“It is good at the moment as there are people that are shrinking their estates and we are desperately trying to grow.
“It is one of those unusual times where there is opportunity. Normally everybody is trying to find sites but at the moment things are good and we want to make the most of that.”
Creams Cafe is also going through a rebrand and remodel with architects developing a new feel for the brand. A new menu is set to launch on Monday with a new product called Bubble Pop Waffle also being launched.
“It is a really interesting category that I have never been involved in before but it is a growing category,” said Amos.
“It is a new idea to go out and just have a dessert only. Competition is growing at the same time but we are making sure we are developing and changing the menu every 12 weeks to keep ahead.”
The brand has been predominantly focused on the South East but has started the national roll-out with sites opened in Glasgow and Liverpool.
