Creams Café has signed a national franchise agreement with Tesco, which will see the dessert brand launching within Tesco Cafés as shop-in-shop spaces – a first for both brands.
In November last year a standalone Creams Café opened in Tesco Extra Streatham, marking the first partnership between the supermarket and 100 strong café company.
The deal will see Creams launching within Tesco Cafés as shop-in-shop spaces – a first for both brands.
The first Tesco Café-run Creams Cafe will open at Tesco Extra Gateshead, Newcastle on August 3, 2023, followed by Tesco Extra, Maryhill, Glasgow on August 4, 2023 with further sites planned to open later this year.
The co-branded cafés will offer Creams’ full 24-flavour gelato selection and signature dessert range, alongside Tesco Café’s core selection of breakfasts and light meals.
Tesco will operate the cafes as franchises. The supermarket currently has six Greggs cafés in various stores, though unlike the Creams tie-up they are run by Greggs staff.
Last year, the retailer ended a trial with Pret a Manger after just over a year, with only one of four planned “shops in shops” having opened, in Peterborough.
In 2016 Tesco sold artisan-style coffee chain Harris + Hoole to Caffè Nero, having also offloaded the Giraffe resturant chain under a restructuring.
Creams appointed Everett Fieldgate as CEO in October 2022 to “turbo charge” the brand’s growth in the UK, particularly in the north of England, and internationally.
Earlier this year the dessert café brand confirmed the first sites to open under its new partnership with Park Garage Group, including cafes in Wigan and Blackburn.
Fieldgate said he was delighted the brand had been chosen as Tesco Café’s first ever franchise partner.
He said: “It marks a significant moment for Creams and provides a huge opportunity to expand our reach to new audiences and cement our position as the UK’s favourite dessert restaurant brand.
“We can’t wait to bring joy to customers of all ages with our vibrant, showstopping desserts.”
