Creams identifies further opportunities for franchise growth

Key development areas include the Midlands, north and Scotland

Creams, the 91-strong dessert café business, is seeking new franchise partners as it continues the nationwide roll-out of the brand.

Key development areas that have been identified include the Midlands, Yorkshire, the north east, north west and Scotland.

The tried and tested operation, with its own gelato factory and production site, provides franchisees with a national supply chain, economies of scale and a flexible retail format to fit any location.

Creams offers partners a choice of three distinct store models: Creams Restaurant (1,400 sq ft-plus) for high street and retail park locations; Kiosk (800 sq ft-plus) for smaller cafes in high footfall areas; and Pop-Up (500 sq ft-plus) for service stations, transport hubs and shopping centres.

All partners receive expert assistance during the set-up process, from build, fixtures, fittings and equipment to training courses and help with recruitment.

Franchisees are also designated an area support manager, who provides ongoing guidance, while the brand’s new product development and marketing and PR teams provide national, regional and local campaigns, sales driving promotions, menu innovations, photography and limited time offers.

Creams’ focus on quality and innovation led to it being nominated High Growth Company of the Year at the UK Private Business Awards 2018. It’s also been recognised as one of the top 10 most loved eating out brands in the UK in 2019 and 2020 by Savanta Research.

Creams was founded in 2008 by Balal Aqil and Adam Mani. In 2020, Pistachio Holdings acquired a majority stake in the business.

Pistachio Holdings is backed by Ankush Shah of the Sumaria Group. Ankush has various investment interests in several quick service restaurant and consumer brands.

Adam says: “While we continue to grow the brand in London and the south ourselves and with our franchise partners, we have identified numerous opportunities in the Midlands, north and Scotland that will be enabled predominantly, although not exclusively, by working with franchise partners.

“We’re looking for like-minded, experienced investors and multi-site operators who are just as passionate about desserts and innovation as we are.”

All Creams desserts, many of which can be made vegan, feature its own gelato, which is produced daily in east London.

In 2020, the company served more than five million customers, dishing out over 50 million scoops of gelato and 8.6 million milkshakes.