Fast food brand Extrawurst looking to make huge bang in our towns and cities.
One of Germany’s most popular fast food brands has launched in the UK. Extrawurst, which began trading 40 years ago and specialises in quality German sausages, are to open three English sites during autumn. Nottingham and Birmingham will be the locations for these outlets, with the company keen to open approximately 100 of these sites during the next three years.
Sam Shutt, a former executive with Debenhams, is heading-up the UK wing of the business and has ambitious plans for the future. These initial three outlets will be run by Extrawurst head office, with a view to rolling out its first UK franchises during 2022. In addition to locations in the city centres of Birmingham and Nottingham, the other one will open at the West Midlands Regional Shopping Centre.
And chief executive Sam Shutt said: “The UK fast-food market is expected to recover from the pandemic at a faster rate than the restaurant market. This means there’s an opportunity for a high-street brand which delivers an exciting range of good value quality food.
“As a nation we love sausages, they are the perfect food to eat on-the-go, whether as a breakfast snack or a lunchtime meal with coffee. We are confident our menu will appeal to consumers and entice them to become Extrawurst enthusiasts. We will be rolling out our franchise model during 2022 which will be an affordable option for many with the potential to drive a great return.”
Extrawurst currently has over 30 sites in Germany, having started out in Plettenberg where Lothar Hagebaum opened his first stand in 1981. The business is now run by Lothar’s son Kim, with Extrawurst renowned for providing authentic, delicious German fast-food.
The business sells more than 2.5m sausages globally every year, as well as 200,000lbs of fries, with Extrawurst now reaching audiences in Asia, South America and other European countries. Extrawurst prides itself on its iconic original German Bratwurst sausages which are supple, meaty, perfectly seasoned and seductively fragrant. The items available on its extensive menu follow an authentic secret recipe.
Looking ahead, Extrawurst are aiming to have a franchise presence in many different locations, such as shopping centres, high streets, food markets, festivals and events. Their brand has three formats – Macro, Midi and Micro.
Macro offers a counter shop format that is perfect for high street and shopping centres. Midi provides a relocatable container which can be transported to retail parks, industrial sites, food markets and events. And Micro is a standardised bicycle, perfect for attending seasonal events and pop up venues.
Christian Leding, managing partner at Extrawurst, explained: “We are excited to launch in the UK and we are lucky to have a highly experienced UK partner. We are confident that this will be a success.
“We have a proven track record of creating successful franchise partnerships to deliver long term success. British people are huge sausage fans, with the average Brit consuming 2,700 sausages during their lifetime. This is an opportunity to bring the flavours of Germany to more people.”
Quality coffee will be available at all UK sites, with Rounton Coffee Roasters the official Extrawurst partner. Dave Beattie, founder of Rounton Coffee Roasters, said: “We are so pleased to have been selected to work alongside Extrawurst for the UK market. We know that we can offer an unparalleled product and service that stretches all across the UK. It’s an exciting journey to be a part of. Our Fairtrade coffee is sourced from Brazil with 100% Arabica beans, and is freshly roasted in small batches exclusively for Extrawurst.”
