The chain is taking advantage of the softening sector as more feasible locations are emerging.
Tortilla is stepping up its expansion with four more outlets that are slated to open in the summer, located at Wardour St in Soho, Cabot Circus in Bristol, Cornmarket in Oxford and Market Square in Cambridge.
The upcoming restaurants range from 80-100 cover sites in Oxford and Cambridge, with a separate line for delivery. The Bristol branch is housed in a shopping centre whilst the Soho branch is a Baby Tortilla concept.
“Tortilla has four core demographics; students, office workers, shoppers and tourists. Oxford and Cambridge tick all four– and large student cities are very successful for us. Bristol ticks three of the boxes and has been a city high on our radar for a number of years,” head of marketing Megan Burton-Brown, told QSR Media.
Furthermore, Tortilla is also refurbishing its location in Westfield, London. It is due to reopen in September.
These new launches will follow three recent openings in Southwark, London, Marina Mall and Mall of the Emirates in Dubai.
“We have been cautious over the last 18 months with our openings programme,” managing director Richard Morris said in a statement. “The issues we have seen in the sector would suggest that was a sensible strategy.”
Certain factors have softened sentiment within the hospitality sector, and as a result businesses have retreated and left more attractive sites up for grabs. Brown further explained that rents have become more reasonable.
In addition, the firm stated that their business is indeed “very stable” as they are adapting to wider eating-out trends.
“As a whole, the grab-and-go sector is growing and therefore we’re in a great position to grow with it,” Burton-Brown continued. “Consumers are becoming increasingly conscious about the products they’re buying– especially when it comes to eating out. We’re able to react to these trends with a fully customisable menu and strong focus on fresh, quality products.”
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