Coffee Republic seeks prime sites across UK

09 October, 2009
Page 8 

Coffee Republic is on the look-out for 20 new retail sites, only months after being rescued from administration.

With new investment behind the brand, it aims to open the shops in major towns across the UK within the next 12 months and property agents have been tasked with finding prime sites likely to be a mix of company- owned outlets and franchised units.

The coffee chain was bought out of administration in August by property firm Arab Investments and started trading as Coffee Republic Trading.

A new management team, headed by new CEO Tariq Affara, will appoint a design agency to revitalise new and existing stores while updated in-store promotions have already been launched, including toastie meal deals.

Affara is driving the turn-around strategy and plans to focus on marketing, including revitalising the brand to retain its strengths and links with coffee connoisseurs while appealing to a wider market.

Coffee Republic's head of operations David Reynolds said that, at a time when coffee brands were becoming increasingly homogeneous, it was focusing on rolling out the best customer experience with the best quality coffee. "We are confident that with careful management and further investment in the brand we will see Coffee Republic go from strength to strength," said Reynolds.

The coffee chain has also sealed a deal to open the highest urban coffee shop in the UK, on the observation deck of the Pinnacle building, almost 300 metres above street level. The Pinnacle a 63-storey skyscraper being built in the City of London is set to open at the end of 2012 and will become the second tallest building in the UK, after the 310-metre Shard of Glass at London Bridge.

Coffee Republic's current estate is made up of five company-run bars, 48 franchised outlets and 84 concessions.





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