Pure, the healthy, food-to-go concept, in which Whitbread acquired a 49% stake earlier this year, is to open its tenth site in the capital, after securing a failed Tesco site in the City, MCA understands.
The company, which is led by Spencer Craig, will open in Philpot Lane on the site of the former Tesco Express food-to-go format store, which previously house the Fred’s Food Construction format.
The new site, which will follow an opening earlier this summer in Camden, will open before the end of the year.
Earlier this year Craig told MCA that the new partnership with Whitbread, which invested £6.8m in acquiring a stake in Pure, was a long-term project and that the business would continue to focus on “slow and steady” expansion in the capital.
The company opened its first site in partnership with Whitbread, which has the option of acquiring the remaining stake in the business within the next five years, at 179 Camden High Street, coincidentally next door to a Costa.
Craig told MCA: “We will continue to expand at a considered rate, with plans to open three to four sites a year, with expansion in London being our main focus for the foreseeable future.”