O’Brien’s, the Irish sandwich chain, is set to rebrand all of its 300 stores, after successfully trialling a new all-day café concept in half of its 100 UK sites.
The group has decided to diversify its food offering by moving away from its original lunchtime sandwich bar to an all-day menu including hot food, healthier options and afternoon coffee and cakes with table service.
The company said that the 50 stores used for the trial reported an average 14% increase in sales since their refurbishment.
It now plans to rollout the café concept across its whole estate by upgrading the retail offer at its 120 outlets in Ireland, its remaining 50 UK sites, and its 80 international outlets.
Fiacra Nagle, chief executive of O’Briens, said: “Franchisees have reported positively to the innovations and we have already witnessed good results with the implementation of the new-look and new-offering at O’Briens.
“It has helped O’Briens differentiate itself from other high-street sandwich bars. The fact that we are owner-operated also brings an independent feel that consumers seem to trust and feel comfortable with.”
