Sandwich
and coffee franchise, O’Briens Sandwich Bar,
is already reaping the rewards of a £750,000 investment
in a new concept store design and menu, with UK sales up 12%
ahead of forecast. The newly completed makeover is proving
to be a much more appealing proposition with customers and
franchisees alike, having seen ten new concept stores added
to the portfolio this year and a further eight in the planning
to open before Christmas.
In a programme spread over five months, existing outlets have
also been given the new concept transformation including new
menus, internal and external signage and graphics.
Commenting on its instant success, Nick Young, managing director
of O’Briens Sandwich Bar UK said: “Our new broader
ranges of products combined with a fresh new look and easy
to follow menus are certainly hitting the mark with customers,
who are now guaranteed an abundant food offering, with specials
and seasonal variations added to core menus.
“The new juice bars, introduced as part of our healthy
options and growing Guilt Free Food range, are already achieving
15% of sales in many areas, while innovations in hot sandwiches
and the introduction of our speciality foccacia-style Shambo
breads have also grown to 15% of sales.
“At the same time, improved breakfast and patisserie
offers are allowing stores to trade much more consistently
throughout the day. As we are still in the early stages of
our new concept introduction, we anticipate the growth trend
to continue vigorously in the year ahead.”
O’Briens Sandwich Bar’s new concept is the result
of much innovative work on food concept development, while
building on the many positive perceptions of the brand, such
as its main point of difference - a made to order offer with
quality, fresh food prepared in front of the customer.
A more ethical way of doing business has also been introduced
with a selection of organic deli dishes, eggs and milk and
a coffee blend that now includes Fair Trade beans. Freshly
baked products are available in store each day along with new
speciality soups. It has also introduced a hot meat counter
that will serve freshly carved organic Irish beef, pork and
ham.
The package is designed to offer flexibility, as individual
elements can stand on their own or be tailored to fit outlet
size and local demand, facilitating the development of one,
then a series of retail stores, in tandem with outside catering
opportunities. It works as well on the high street as it does
in a food court setting and it all pours out from the retail
stores through coffee carts, delivery vans and bikes, taking
outside catering to the very heart of the community.
Since its introduction to the UK ten years ago, O’Briens
has enjoyed great success. It has more than 300 stores providing
the healthy fast food option in 13 countries across Europe,
Asia, Australia and Africa, with 142 across the UK.
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