Crussh Fit Food and Juice Bars recently announced the opening of its outlet in Debenhams flagship Oxford Street store later this summer, so QSR went to find out more about the new outlet and what it may mean for the brand.
QSR Media: Why did you think Debenham’s was a good fit for Crussh?
Working with Debenhams gives us a great opportunity to open a flagship Fit Food café in the heart of Oxford Street. They are a great British brand with strong heritage and as part of their Debenhams Redesigned strategy, they have an ambitious agenda to re-define the department store shopping experience, and it’s exciting to be a part of it.
QSR Media: Is this a one off or are you looking to expand your footprint in this area? How big do you see the opportunity in this space being?
At this stage it’s a one off, giving us the opportunity to broaden our offer beyond our core food to go format, try new things with our menu, and no doubt learn along the way. The FTG industry has talked a lot about the challenging high street environment, and lots of large businesses are looking for new ways to utilise their store space and provide stronger food offerings, so it provides lots of opportunity for operators such as ourselves.
QSR Media: Are you expecting this to attract a different customer base to your other stores?
Purely by the nature of the shoppers in Debenhams, we will attract a broader audience than our high street stores. It will be important for us to cater to this broader range of customers, whilst staying true to our core proposition – fit food, raw juice and smart coffee. Good quality, delicious food is at the forefront of our product development; it just happens to all be healthy too!
QSR Media: Can we expect to see a change in product line-up in your existing estate alongside the offering at Debenhams?
The Fit Food café will include signature Crussh products like freshly pressed green juices, turmeric lattes and spelt sourdough toasties. These will sit alongside a deli counter offering for breakfast and lunch, including products such as turmeric chicken, vegetable frittatas, fresh salads and a new gluten free cake range.
Do you know more about this story? Contact us anonymously through this link.