Velo, a new cycling café concept led by WJ King Brewery and Small Batch Coffee chairman Nigel Lambe, is set to open its first site in Brighton ahead of a nationwide roll-out with plans to rollout to at least 10 sites over the next five years, M&C Report has learnt.
The concept, which is also backed by Brad Jacobsen, founder of Small Batch Coffee; Oli Hyde, pub operator and founder of The Flour Pot Bakery; and James Cuthbertson, director at the Dark Star Brewing Co., will open its first site this August.
The group believes it has identified an opportunity in the market to open a chain of cycling-themed cafes that are accessible to all “who love great coffee and great food, not just those clad in Lycra”. Velo will offer “great coffee and an outstanding food offering”.
Chief executive Lambe said: “I’ve pulled together a team to build what I expect to rank as one of the best café chains in the country. We’ll make a simple promise to our consumers - to deliver a high quality experience at every level and be accessible to all. It will carry a cycling theme and I expect it to attract cyclists, but as a community hub, it will be as suited as much to commuters as it will be competitors; it will be more about our attitude to healthy life and an active lifestyle, then about the Lycra.
“The concept will form part of people’s leisure time - that might be a great coffee whilst going to the office, and bringing the kids back at the weekend for a drink and a bite to eat - either way, our venues will be assessable and fun for cyclists and non-cyclists, though we expect to convert a few along the way. Whilst the architects are working on the first Brighton site we are actively looking for sites across the South East to begin the roll out, with a view to securing at least 10 sites inside five years.”
