The landmark deal will see the brand expand to at least 35 new sites over the next 5 years.
Crussh recently announced its landmark franchise deal with services company Sodexo, where the healthy food and juice chain would open outlets across all of the Sodexo business, from workplace catering to universities, hospitals & government locations.
The first site under the new deal is slated to open within the year, while a pipeline of sites are also being reviewed. They are also taking a "creative approach" to location requirements - covering traditional café formats, as well as larger scale sites, food trucks and pop-ups.
“This is a really significant partnership for us and provides an incredible opportunity to bring our brand of healthy food and juice to a new audience in locations where we think we can make a real difference," Crussh CEO Shane Kavanagh said.
In an exclusive interview, QSR Media spoke to Kavanagh who shared his rationale behind the landmark deal.
QSR Media: How long was the deal with Sodexo in the works for?
We’ve probably been working on it for about year, from the initial chat to getting the deal signed. Because it was such a wide range of opportunities, it took a while.
QSR Media: What makes the deal with them work?
We wanted to make sure we had the right partner; it really comes down to the people and I think we just got a really good feeling with Sodexo. The aim of making a difference with our customers is what got us excited.
QSR Media: Where will the first outlet be?
It will likely be a corporate location in London, but we’re also looking a couple of hospitals and couple of universities. We try to be flexible and figure out how to get our food to customers.
QSR Media: What was the rationale behind the move? Did Sodexo give you a route to different markets or enable your brand to expand faster than you could naturally?
I think both. We've got a pretty good core high street business and getting away from that is a step forward and an addition to our arsenal. We’re focused on getting our food and product to people who can’t get it.
QSR Media: Are you worried about cannibalizing your existing estate?
Not at all. I think there’s plenty of room for us to grow without it affecting our high street presence.
QSR Media: What were the economics of the Sodexo deal?
It’s a franchise arrangement; for the customer it will feel very much like a Cruush; we are supplying the food; the sandwiches and salads are exactly the same. The deal with Sodexo allows us to look at national opportunities; it’s a huge opportunity and opens new markets.
Do you know more about this story? Contact us anonymously through this link.