Waterfields' double delight at Sammies

25 May, 2007
Page 8 
Craft chain Waterfields was named Bakery Sandwich Shop of the Year at the 12th British Sandwich Industry accolades (the 'Sammies') held in London last week.
The Lancashire-based chain picked up the trophy for its new Select format store, currently on trial in Bradshawgate, Leigh, near Manchester.The new concept, selling eat-on-the-go sandwiches, soups, savouries and cakes geared towards the breakfast and lunchtime trade, opened in February. A roll-out of the format was due to start shortly, said MD John Waterfield.Waterfields, which has 40 shops, also won New Sandwich of the Year for its Lancashire Cheese & Real Ale Chutney Sandwich, pipping finalists Marks & Spencer, Tesco and Brambles Foods.Other companies honoured at the Sammies included Sainsbury's, which was named Sandwich Retail Multiple of the Year, beating off competition from Marks & Spencer, Tesco and Asda. Its upgraded sandwich ranges have driven a 14% year-on-year increase in sales volumes. BB's Coffee & Muffins was named Coffee Bar Sandwich Retailer of the year. General manager Michele Young said that sandwich sales had grown 14% year on year after the introduction of toasties made from scratch in its 164 shops. Toasties, priced £2.50, are now 30% of sandwich sales.Tesco bagged the Sandwich Marketing prize for its Fresh in the Capital premium sandwich range and foodservice supplier Compass was named Workplace Sandwich Supplier of the Year.

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