Creams Cafe new 'shop-in-shop' concept to boost its reach in the UK

The partnership may see the dessert brand in 300 locations nationwide.

Creams Cafe and Tesco Family Dining Limited’s nationwide franchise agreement will let Creams do what it does best: offer indulgent yet accessible treats to consumers.

The agreement is a first for both companies. Creams Cafe will serve its full range of gelato alongside waffles, milkshakes, crepes, and sundaes. Meanwhile, Tesco Cafes will provide customers with a core selection of breakfasts, light meals, hot and cold beverages as well as an extensive range of baked goods.

Everett Fieldgate, CEO of Creams Cafe told QSR Media, they call this the ‘shop-in-shop’ model.

“Essentially, there will be a Creams Cafe located within the Tesco Café rather than a small kiosk, giving diners the full brand experience. Diners can expect to find welcoming Tesco Café interiors alongside the vibrant accents that are synonymous with Creams Cafe, including pops of fluorescent detailing, graffiti-esque street art motifs, skateboards and neon signage,” Everett explained.

According to Everett, they have been looking at ways to evolve their small footprint kiosk-style operations for some time now after launching a 50 square meter kiosk in Wigan as part of its partnership with Park Garage Group, a renowned forecourt operator. However, they wanted something that would be bigger than a kiosk to ensure the customer experience was not compromised in any way. 

“The overall design of the shop-in-shop model is consistent with our High Street locations utilising all the design attributes our customers have come to expect such as pops of fluorescent detailing, graffiti-esque street art motifs, skateboards and neon signage. These designs were created in partnership Tesco and will continue to evolve as we develop additional stores as part of the partnership,” Everett said.

Unlike in their independent cafes, the shop-in-shop model will not be able to serve cakes and hot drinks such as coffee and tea. However, customers can still enjoy Creams Cafe’s signature full 24-flavour gelato selection which are all hand-churned in their own factory located in East London.

“There are over 300 Tesco Cafés nationwide so this is an incredible opportunity for us. The partnership marks a significant moment for Creams, providing the exciting prospect to reach new audiences and expand our customer base via Tesco’s strong family-centric demographic,” Everett said.

Everett clarified that the partnership with Tesco will enhance and not replace its growth strategy. Since the pandemic, Creams has shifted its focus from the south of England and going further north. Recently, Creams opened a new cafe in Manchester at Trafford Centre and Sheffield along with its standalone launch with Tesco in Glasgow and Newcastle.

Everett said that currently, they have their eyes set on a global expansion, with the Middle East as their ideal target as he believes that there is a real appetite for dessert-based and alcohol-free restaurants there.