In Focus
FRANCHISING | Staff Reporter, UK

SOHO Coffee Co. kickstarts expansion with third store in London

The coffee chain launched its first London store to open this year.

The store at 19 Baker Street is the brand's 38th store and is both the third store the brand operates in London, and the third store that the chain has opened this year. The other London outlets are in St Paul's and The Strand, both of which opened in November 2016.

SOHO has extensive expansion plans and has already opened three of its planned eleven stores this year, with an opening in Cheltenham in January, and an opening in the Bullring two weeks ago.

Baker Street is the first London store to carry the full hot food range, including tacos, hasselback jacket potatoes and sweet potatoes, and hot grain pots; concepts which were successfully trialed in Cheltenham earlier this year.

Speaking to QSR Media, Penny Manuel, Managing Director of SOHO Coffee Co, said that the new Baker Street store will set the stage for a further seven stores opening across London this year.

Manuel said, "We are capitalising on the availability of sites afforded by our acquisition last year of the Apostrophe brand. Through careful brand segmentation we are identifying which sites are right for the brand and this coupled with the testing of our latest brand footprint, has resulted in us having a strong proposition to take to the market. It also helps that demand for coffee is still growing and the market has not yet reached its full potential."

"We apply equal focus to the development of both food and coffee. The brand leaders in coffee do not underpin their strong coffee menu with a great fresh food menu. We spend a lot of time developing our food categories and seek to differentiate ourselves through our fresh hot food and our day part menus."

Manuel added that SOHO Coffee Co expects to open ten new stores per year between now and 2020, but promises to continue to monitor the market and individual store performance and adjust accordingly.  

Photo credit: SOHO Facebook page

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