Restaurateur Peter Ilic has outlined plans to rapidly expand his healthy fast food brand Foodilic over the next two years with work on a centralised kitchen being finalised.
Ilic has ambitions to grow Foodilic, which currently has two sites in Brighton and one in King’s Cross, to 30 by 2019.
Meanwhile he said the recent closure of his Little Bay restaurant in Farringdon did not signal the end of his other brand, insisting the remaining two branches in Kilburn and Croydon were as “popular as ever”.
He told MCA: “We are finalising works on a centralised kitchen over the next few months, which will allow us to ensure consistency across the Foodilic brand.
“Once in place, we will be able to expand rapidly with new sites across London and beyond over the next 12-24 months, as the majority of the food preparation will be done at the centralised kitchen.
“This will also give us the flexibility to take on large-scale catering projects for social and corporate events.”
Ilic said the concept would remain the same as the existing branches with a focus on healthy salads and main dishes, and freshly squeezed fruit and vegetable juices, which cater for vegetarians, vegans and coeliacs.
There will also be an increased emphasis on raw foods and raw desserts.
On the 30-strong target for Foodilic, he said: “I feel that it is always best to set an ambitious target and then strive hard to meet it.
“Many thought that my ‘Pay What You Think It’s Worth’ promotion was overly ambitious, especially in the wake of the economic collapse of 2008, but it proved to be a roaring success with turnover up 30%.”
Little Bay Faringdon won media coverage around the world when it became the first restaurant in London to run a ‘Pay What You Think It’s Worth’ campaign.
Following the closure of Little Bay Brighton and Battersea, Ilic revealed he was closing Farringdon earlier this week, and would use the capital to invest in Foodilic.
But he insisted it was not the end of Little Bay, adding: “Our Little Bay restaurants are as popular as ever, and our restaurants at Kilburn and Croydon continue to carry the ‘Little Bay’ flame. For as long as our patrons keep dining with us, we will be open for business.”