Creams tests the water on savoury options

Dessert chain Creams has made the move into savoury options for the first time, with a trial menu launched at a selection of its sites.

The business, which has more than 80 sites in the UK, said it believed the addition of its first savoury menu will drive customer acquisition and strengthen engagement.

If the trial, which is currently available throughout the day at 15 of its restaurants, is successful it will be rolled out across the estate.

The menu comprises a variety of waffle, crêpe, wrap and nacho options alongside customisable toppings, including sweet chilli chicken; BBQ chicken; plain chicken; BBQ beef; sweet chilli Quorn; BBQ sauce Quorn, and tuna. Each waffle, crêpe and wrap dish will also be accompanied by a fresh rocket and feta salad.

Atif Amin, managing director and chief financial officer, Creams, said: “We are continually looking at new and exciting ways to enhance our customer offer, and this new savoury menu is just one way we’re broadening our product proposition to reflect customers’ preferences and lifestyles.”