Farmstand, the fast-casual concept led by US entrepreneur Steven Novick, is planning to increase its brand awareness in the capital through the launch of further standalone sites, virtual Farmstands, Stands, Mini Stands and an Online Stand.
The concept, which launched its flagship Farm Stand restaurant in Drury Lane, Covent Garden earlier this year, currently operates four virtual Farmstand restaurants, as well as one Mini Stand.
It also set to embark on a new partnership with Planet Organic, which will see its Mini Stands housed in the chain’s seven sites across London.
The concept, which is backed by a number of high-profile investors, has plans to eventually open five flagship Farm Stand restaurants, 10 Stands, 50 Mini Stands and an Online Stand subscription service in London, before assessing global expansion targets.
The company sells healthy, sustainably sourced food in a fast casual aspirational environment or the food is delivered to where a customer needs it.
It plans to launch its corporate focused subscription service by Q2 2017 leveraging its existing offline presence, with a goal to have up to 50% of its revenue originate online.
Stands are pop-up restaurants that reside in a corporate canteen one day a week, whilst Mini Stands operate five days a week and sit inside a corporate canteen, supermarket, gym, yoga, cycling or fitness studio.
Virtual Farms Stand restaurants operate from 11:30am to 3pm five days a week where customers can order a limited selection of food from Deliveroo, a third-party delivery service.
Founder Novick has extensive business and start-up experience over a 25-year career.
The concept takes its name from the US roadside stalls known as ‘farmstands’ which sell locally grown fresh fruit, vegetables and other produce, and were common in founder Novick’s hometown Milwaukee.
