Mandira, the fresh yoghurt concept, is launching a spin-off format, SIMIT by Mandira, at Old Spitalfields Market, MCA understands.
The concept, which serves Turkish style yoghurt bowls with sweet and savoury toppings, is looking to tap into the popularity of simit, Turkish-style bagels.
Founder Deyvi Sidi-Sarfati told MCA the original Mandira site in Seven Dials had proved reasonably successful after 12 months of trading, but said the touristic location was not ideal for the offer, which is better suited to office workers.
He said he had also introduced Turkish eggs to the offer over the winter, which were boosted after Nigella Lawson cooked them on her TV programme.
Yoghurt is a popular and growing breakfast item at home according to Kantar, but it is less recognised by UK consumers as a healthy lunchtime option, or base for savoury toppings.
Sidi-Sarfati told MCA: “It is challenging to educate the consumer about the yoghurt concept since it is very new to the UK market.
“However, 72% repeating customers indicate that people who try it, like it, and come back to have it again. Eventually, we expect that Mandira becomes the creative yoghurt hub in London then in Europe.
He added: “Seven Dials is proving not to be the best location since it is visited mostly by tourists and less people that work in the area.
“At least, until Mandira has sufficient brand recognition, it could be better to open a new store in areas where there are business people.”
Sidi-Sarfati has previously told MCA he is looking to expand into office hubs such as Canary Wharf and the City, and reach five or six sites, with delivery.
