If you’re keen to start a franchise, and you also have a sweet tooth, then you can combine business with pleasure, by signing up with dessert café brand Creams.
Over the past decade, few franchise brands have developed as quickly as Creams. But while their portfolio is certainly impressive in London and the south-east, they are still relatively unknown in other parts of the UK. At present, there are more than 90 outlets offering a wide range of products, with more than one-third of these stores in the capital. There are also another 40 stores south of Birmingham, but Creams have identified key potential development areas in the midlands, the north and Scotland.
Founded by Balal Aqil and Adam Mani in 2008, Creams is a successful brand which offers its customers a wide selection of freshly prepared desserts, which range from waffles and crepes to puddings and sundaes, and you can throw in doughnuts and savoury popcorn too. Adam explained: “While we continue to grow the brand in London and the south, there are numerous national opportunities in the midlands, north and Scotland.
“These will be predominantly, but not exclusively, operated by franchise partners. We are looking for like-minded, experienced investors and multi-site operators who are just as passionate about desserts and innovation as we are.”
For those interested to know more, Creams will offer partners a choice of three distinct store models. These consist of their ‘Restaurant’, ‘Kiosk’ and ‘Pop-Up’ options. ‘Restaurants’ are a minimum 1,400 square feet, in high-street and retail park locations. The ‘Kiosk’ is 800 sq ft, and is essentially a small cafe in an area of high footfall. The smallest of the three is the ‘Pop Up’ (+ 500 sq ft) which can be found at service stations, transport hubs and shopping centres.
Partners will be assisted throughout the set-up process, with Creams‘ head office providing help and advice during all stages of the build. HQ will assist with fixtures and fittings, selection of equipment, training, as well as offering guidance with recruitment.
Franchisees are designated an area manager for ongoing support. New business partners will also benefit from national, regional and local campaigns, along with menu innovation and photography.
Co-founder Adam Mani added: “It took many years of research to perfect the concept. But we persevered and, in 2011, our first store opened in Southall. We soon had queues stretching out of the door, so we knew we’d got something right. Our own gelato factory and production site, which was established in East London nine years ago, provides franchisees with a national supply chain, economies of scale, and a flexible retail format to fit any location.
“But there’s plenty of room for expansion. We currently have just one outlet in Scotland, four in the north-west and two in the north-east. If you look at some of our biggest towns and cities, there’s only one store in Manchester and another in Newcastle. We don’t have any in Liverpool or Leeds, so the scope is vast for more outlets in certain regions.”
The company has been recognised nationally and, in both 2019 and 2020, was named as one of the top 10 favourite ‘Eating Out’ brands by Savanta Research. Last year, Pistachio Holdings acquired a majority stake in the company which now employs more than 900 people. In 2020, Creams served more than five million customers, dishing up over 50m scoops of gelato and 8.6m milkshakes. Come and join our party.
