Ten new stores creating more than 80 new jobs are set to open for O’Briens Sandwich Bar in Scotland this year, as the sandwich and coffee bar franchise invests one million Euro in a new concept store design and menu offering customers more choice than ever before.

The 36 existing Scottish outlets are beginning with a rebranding process that will be completed by the end of June and involve new menu boards, internal and external signage and graphics.

“Although a brand leader and one of the fastest growing retail franchise chains in many regions including Scotland, we wanted to move away from an understated presence of quality and character and make a bigger, bolder statement,” said founder and CEO Brody Sweeney.

“Our 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 our main point of difference - a made to order offer with food prepared in front of the customer. We are introducing much more choice, as well as a more ethical way of doing business by going organic with milk, hot meats, deli dishes and snacks and our coffee blend now includes Fair Trade beans.

“The new corporate identity provides a louder and prouder brand icon. The O’Briens signature, which has been given a stouter look, is sandwiched between our two core offerings – hand cut sandwiches and gourmet coffee.”

With flexibility the key for O’Briens, specials and seasonal variations are added to core menus guaranteeing franchisees and their customers an abundant food offering. Modular deli style counters will create a colourful theatre of food, taste and smell. Freshly baked products will be made on the premises each day, there are new speciality soups and hot meat counters that will serve freshly carved organic Irish beef, pork and ham.

The O’Briens focus has always been on healthier choices. Now its growing Guilt Free Food range is joined by Juice Bars, offering made to order real fruit juices, smoothies and iced drinks.

“We believe our new offering oozes flexibility, as individual elements can stand on their own or be tailored to fit outlet size and local demand,” said Brody. “It can work as well on the high street as it already does in a food court setting where it has been successfully tested in Belfast. 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.

“As reflected in expansion plans across Scotland this year, our new concept is not only making the O’Briens offer a much more appealing proposition for customers. It is also proving a bit hit with existing and new franchisees. Since its introduction in 1998, we have been delighted with the huge success of the brand in Scotland.”

O’Briens has over 270 stores providing the healthy fast food option in 13 countries across Europe, Asia, Australia and Africa. Outlets across Scotland are open at Aberdeen, Ayr, Dundee, Dunfermline, Edinburgh, East Kilbride, Falkirk, Glasgow, Glasgow Airport, Inverness, Paisley, Perth and Stirling. More information on O’Briens, including franchising opportunities, is available at www.obriensonline.com, or by calling Freephone UK 0800 97 38 88