Tossed, the London-based salad bar concept led by Vincent McKevitt, is to link up with Welcome Break, Britain’s biggest motorway services operator, to open at the Birchanger Green Services on the M11 in Essex, M&C Report has learnt.
The 14-strong Tossed, which is chaired by Rod McKie, the chief executive of Welcome Break, will open at the services alongside Harry Ramsden’s and Subway, as the services operator continues its move toward a more branded F&B offer.
It is unclear whether Tossed will be rolled out to more of Welcome Break’s 27 sites in time.
Last year, the brand secured a £1.5m funding line from Santander as it looks to open at least another eight stores in the coming 12 to 18 months.
McKevitt told M&C Report last year that the chain is eyeing a 75 to 100 strong estate in the capital and concentrating the majority of its future expansion plans in the south east.
Welcome Break, Britain’s biggest motorway services operator, is to invest in excess of £15m over the next two years converting 14 or 15 of its service stations to an airport-style model with brands including Subway and Harry Ramsden’s, as part of what McKie described as “the biggest change in the catering offer in the history of motorways in this country”.
He told M&C Report last year that the group hoped to rollout Harry Ramsden’s and Subway across its estate, with the former set to eventually take the place of its Eat In brand and provide a breakfast offer. He also said he was hoping to add a further branded F&B operator to its existing mix.
McKie said: “We are thrilled to be trialing the Tossed brand alongside our existing offering at Welcome Break, Birchanger. Tossed is a renowned healthy eating brand that is gradually spreading across the UK and we are delighted that customers have another excellent food brand to choose from visiting a Welcome Break. The positive feedback we’ve received so far has been overwhelming and we fully expect for Tossed to be a permanent fixture at Birchanger and other Welcome Break services across the country this year.”
McKevitt said: “We’re really looking forward to bringing the Tossed brand to Welcome Break and its millions of customers, many of whom will not have tried the Tossed brand before. We are confident that Welcome Break customers and indeed our own will love the fact that they can now try our healthy food offering whilst travelling and look forward to welcoming them.”