easyCoffee is shifting its expansion strategy with a new focus on larger footprint sites with more space for eating and drinking in.

The value-led brand, which is backed by the Easy group, said it had evolved its thinking after customer data revealed 80% of its coffee was being sold to drink in-store.

The Nathan Lowry-led concept entered the market with smaller no frills stores focussing on grab and go, which aim to undercut high street coffee shops on price.

Lowry said despite the shift towards a more quality fit-out, the brand would remain focussed on value for money.

Earlier this year Lowry told MCA a raft of new regional development would allow the concept to reach 100 sites.

It also announced a £10m investment from Stellar Asset Management to allow it to roll out 800 vending machines nationally in the next year.

Lowry said: “We are always evolving our business strategy through close examination of our customer data. With 80% of our coffee being sold to drink-in, it makes sense to prioritise larger sites to meet this demand. Our stores are becoming focal points for the local communities they serve.

“Value is at the heart of everything we do. We weigh-up the potential of every site before signing the deal and therefore ensure that we are able to retain our value credentials across every store. Orpington is a fantastic start and we look forward to opening more large stores with a quality fit-out that customers really like.”