O-food, the new Scandinavian sandwich bar concept, has launched a crowdfunding campaign as it looks to expand in London, M&C understands.
The concept, which last year received backing by the Virgin start-up initiative, is looking to raise £200k as it looks to add to its one site in Brushfield Street.
The company, which is being advised by Helen Humphrey, former vice president National Operations at McDonald’s UK, has agreed to operate a pop-up from next month at Barclay’s Canary Wharf head office, as a test prior to committing to a permanent arrangement.
Humphrey, who was part of the team responsible for developing McDonald’s UK strategy and business plan, has been working with O-food on a daily basis and is leading a 12 week plan to solidify its operations.
The company, which was founded by Jens Hannibal and Claus Astrup, has also hired Matteo Losito, as a general manager to oversee daily operations. Previous job roles include general manager at Chilango’s, Leon and Le Pain Quotidien; as well as operations manager at We Love Tea overseeing a multiple site operation. This previous fast-casual experience places.
The company has long-term plans to expand across London and then look to take its brand international.
It hopes to open 10 to 15 sites in London over the next three to four years and then look to take the concept into Continental Europe.
