Bangers London has long-term plans to expand its reach across the capital, founders Will Rhys and Will Mogoseanu tell MCA.

The breakfast concept opened its first bricks-and-mortar site in Shoreditch last month, after a year-long residency operating a delivery-only restaurant in the area.

“Expansion has to be organic. We want to keep the quality, but we think there’s an opportunity for premium breakfast in London,” Rhys tells MCA.

From its inception, Bangers London has been clear about its brand identity—a nod to traditional, “butchers-style” British cafes with a modern twist, with red and white stripes decorating its shopfront and packaging.

“We’ve taken inspiration from brands like Flat Iron and Honest Burger, to keep it quite classy and simple. There’s a gap in the market for this in the breakfast space,” says Rhys.

“There aren’t many people doing it like we are with a real commitment to quality. Everyone that does breakfast also does lunch, or also does dinner - which is part of the reason I think we have done so well with delivery, there just isn’t the competition.”

The business’ long-term vision includes covering the city through a mix of delivery and dine-in locations. By focusing on simplicity and quality, they believe the concept is “naturally scalable” and primed for growth.

The quick-service business prioritises British produce from a handful of independent suppliers. Breakfast sandwiches are the headliner, including the signature Original - made with smashed free-range pork sausage, fried Clarence Court egg, melted Red Leicester slice and a choice of homemade sauce.

Will and Will 1

Given the strength of its current delivery trade and having tested the concept in West and South London, Mogoseanu adds, “We want to scale at a rate that’s comfortable for us. But it would only be natural to cover as much of London as we can.”

The transition from a delivery-only service to a dine-in establishment has come with its challenges, as the business learns to get the balance right in servicing walk-in customers and online orders, requiring a shift in operations.

“We’re now three weeks in so we’ve got used to the flow of it all, but that was an interesting wake up. It’s important to say that the aim is to prioritise the dine-in customers now.” Discussing early signs, he adds, “There’s a lot of work to do, but it has been extremely encouraging. We already have a thriving delivery business, and the walk-in trade has exceeded our expectations.”

While sandwiches remain the cornerstone of the menu, Bangers isn’t afraid to diversify.

The existing menu is the result of refinement over the last few years, possible due to low overheads of a delivery business - “Operating purely on delivery so far with fairly low risk, means we’ve been able to add things to the menu, and see what see what works and what doesn’t.”

In Shoreditch, it introduced healthier options like breakfast egg pots and overnight oats to cater to a broader audience in-store.

“I think the aim is to try and get people in the door as many days of the week as we can. We’ve tried to be not just be that Friday morning hangover breakfast, which our delivery business predominantly was,” Rhys explains.

Additionally, plans are underway to introduce lunchtime specials, further maximising sales throughout the day, with the potential to utilise the space for events in the evening and grow its direct-to-office business.

Creating a multi-functional business was intentional, says Rhys, with Bangers Shoreditch also comprising a breakfast deli, offering homemade products and breakfast essentials.

“It was always part of our strategy to have multiple channels of revenue and not rely on one thing, which is why we’re in a really strong position for this space,” Mogoseanu adds.