Champagne + Fromage is entering the first stage of an expansion push, which will see the brand launch a number of strategic partnerships with pubs across the UK before entering into franchising.
The Covent Garden-based bistro concept currently operates four sites, including its flagship in Covent Garden, and outpost in Bath, Somerset.
Founder Stefano Frigerio, who has a background in global marketing, started the brand in London in 2004, after identifying a market for independently produced champagne and artisan cheese pairings.
Alongside an e-commerce business, the brand offers tastings at private and corporate events.
“It’s something that is very unique, it’s quite different from just a wine bar,” says Frigerio.
The brand recently announced that it would be offering pubs the opportunity to introduce the Champagne + Fromage offering into their operations, with a plug and play service.
The scheme is being launched initially at the Milford Arms in Isleworth, London, and next month will partner with Nutwood pubs in two locations outside of London.
The business is also seeking partners in “almost all concepts” says Frigerio, including restaurants, coffee shops, and delis.
However, he feels the pub will be a key focus.
“Because the majority of the pubs, in terms of the offering it’s quite simple. Therefore, the integration of our menu can really add value to them.
He adds, that the beauty of the strategy will be to ”“reach new customers in other locations where we are not present yet.”
“In phase one we are learning a lot in working with partners, and in terms of geography, location, size, demographics.”
Frigerio said the offer was suitable for any style of pub operation, and pubs can adapt the system to suit their business, with a variety of champagnes and cheese, deli boards and baked camemberts at different price points.
The second step in expansion involves expanding Champagne + Fromage through franchising, with plans to open its first new location in April 2024.
The brand has ambitions to open another four sites through franchising, with the potential to continue with corporate stores further down the line.
In the short term, London will be the key focus of expansion.
In the capital, trading is remaining resilient with sales in Covent Garden up 30% year-on-year, according to Frigerio.
His location strategy has shifted since before Covid, when the brand had plans to expand across the South West.
“We have two major problems now in going in that direction. The positive is still very good, that is less competition and lower cost for properties compared to London.
“But labour is much more difficult to find stuff outside of London, and footfall is now very difficult.
With a premium menu offering, Frigerio says it has been key to “adapt to specific geography and demographics.”
“When we moved to Brixton at the beginning, we were called Champagne + Fromage, but the demographic is completely different. We changed the branding there to Cheese + Fizz”.
The location offers more “accessible” wine offering, with a reduced average spend.
In Bath, the 80-cover, three-floor site was more suited to a restaurant style offering, Comptoir + Cuisine.
“The offering is completely different. It’s a typical Bistro menu,” with a smaller champagne and cheese pairing menu also on offer.
