Formed in 2004, with the aim of taking a well-known and much-loved product and turning it into a brand with strong positioning, completely at odds with the negativity often associated with traditional fast food goods, Crepeaffaire operates through shops and kiosks throughout the UK.
The company is currently based in five locations, including traditional shops in Soho and Old Spitalfields Market in London, kiosks at the recently-opened Westfield Stratford City and Westfield London and a prominent site at Stansted airport, and is looking to increase to six locations with the planned launch of a further franchise in the west of the country shortly.
RLI spoke with Managing Director Daniel Spinath to find out more about Crepeaffaire’s plans looking forward.
“Whilst we are purely UK-based at the moment, we are working on a strategy for growth in other markets, including the Benelux region and Germany, and are investigating some very positive avenues for growth in the Middle East, the US and the Far East,” says Spinath.
Recent openings have been well received; both Westfield centres are performing very well, with Stratford proving to be extremely busy.
“It is one of the largest urban shopping centres in Europe,” he continues “and we are doing extremely well there. We have received very positive feedback and customers have been very loyal.”
Spinath and his team have developed a dual strategy for 2012 that involves increasing the number of company-owned locations, as well as joint ventures and franchises. Plans are in place to open 4-5 new company-owned shops within Greater London, in the new year, with a number of franchised projects in the pipeline as well.
Malls form an important part of our location strategy, due to their high footfall and positioning in relation to the shopping, dining and entertainment dynamics,” he says. “It doesn’t stop at malls though; attractive locations can include high streets, train stations, airports and similar places that attract a significant number of people all day long and with a long dwell time.”
The company sells freshly baked savoury and sweet crêpes – as well as associated products such as coffees, shakes and ice cream. The range only uses organic flour and fresh ingredients and is an all-day meal and snack offer, all adding to the
brand’s desirability.
For the full article, please see the December 2011/January 2012 issue.
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