How to improve on success
O’BRIENS IS REVAMPING ITS RETAIL OFFER AND GEARING UP FOR EXPANSION IN THE GLOBAL ARENA
Signature sandwiches such as Toosties,
Wrappos, Tripledeckers and Shambos
are at the heart of the quality, healthy,
made-to-order offer from O’Briens Sandwich
Bars. These popular core products have
helped the hand-cut sandwich and gourmet
coffee franchise expand year on year, as
have its complimentary, flexible offer that
includes coffees with beans direct from the
grower, Fairtrade tea, Tossed Salads,
seasonal dishes, juices, smoothies,
tempting cakes and pastries.
Now, following consolidation during 2006,
O'Briens is revamping its retail offer and gearing up
for expansion in the global arena. To ensure its
flourishing franchise model is taken smoothly and
seamlessly onto the next level, it is extending its
product range while simplifying its offer and
operations and creating a slightly different look for
its shops.
BEARING FRUIT
Changes are already bearing fruit for its franchise
partners, who together run more than 300 shops
around the world. At the same time, it is attracting
potential partners looking for a piece of the action.
"Along with brand innovation, listening to and
acting upon our customer demands have always
been fundamental to our offer,” says Retail &
Operations Director, Andrew Moyes. “People have
less time than ever to enjoy their lunch or coffee
break - recent research says only 20 minutes for
lunch – so customers often have just seconds to
make their selection.
"Enhancing the speed of our service at peak
periods without compromising on quality or our
offer of fresh food made in front of the customer is
crucial. By removing sometimes complicated choices
from the decision-making processes we are
speeding up the process. Investment in new displays
is bringing greater clarity to our customers.
"Our extended O’Briens food offer is being
gradually introduced across our UK stores,
incorporating new products requested by
customers, while maintaining the core product base.
There is a new hot hand-held offer, including pastries
and quiches, and coming to many shops this
summer is our new iced drinks – blended juice
drinks, iced coffees and milkshakes."
Where O’Briens is experiencing high demand for
speed – busy business districts – outlets are
introducing an express service. In some cases,
dedicated express areas are selling an increased
range of pre-made sandwiches and drinks, although
all still made fresh on the premises each day.
NEW LOOK
The new retail offer comes with a new look for the
shops that has a focus on more soft seating and a
lighter colour pallet. For customers with more time
to sit back and relax, this provides a much more
comfortable and relaxed environment.
Turning its sights on its gourmet coffee offer,
O'Briens is committed to sourcing an ever-increasing
percentage of beans direct from the grower, mainly
in developing countries like Ethiopia. While the
source has changed, the natural flavours and aromas
of its exclusive, secret blend – created by an Italian
family firm of master roasters – remain unchanged.
"Never before has there been a greater need to
look closely at how we all source our food and drink,"
says O'Briens CEO Fiacra Nagle. "Sourcing beans
direct from the grower means we can help make a
real and sustainable difference to economic growth
in the countries of origin. Surely there is no better
way to trade?"
As the brand aims to become much more
ubiquitous across the UK market, 17 new outlets are
earmarked to open here within the next 12 months.
It has just launched into Germany with a new master
franchise, following hot on the heels of openings in
Bahrain and China.
O'Briens' popularity as an international lifestyle
café is undoubtedly set to flourish. As it builds its
profile in new markets with its expanded offer, it is
seeing the value of the brand being translated into
extra sales and profitability.
For more information
More information on O’Briens Sandwich Bars,
including franchising opportunities, is available
by calling Freephone UK 0800 973888, or visit
www.obriensonline.com
