O'Briens' UK arm saved by new company

15 January, 2010
Page 10 

The UK arm of Irish sandwich chain O'Briens' has been bought from administration by a newly formed company.
O'Briens Irish Sandwich Bars (Franchising) UK now operates the brand in the UK, supporting the chain's 101 franchise stores in Great Britain and Northern Ireland.
The Irish company's UK operation was put into administration last June in an effort to renegotiate rents and restructure the business across its 109 franchise outlets in the UK. It was subsequently bought by the new company.
The O'Briens brand and intellectual property is owned in the Republic of Ireland by Impless, a newly formed subsidiary of fast food group Abrakebabra Invest-ments, which bought the Irish business out of liquidation before Christmas.
In other news, TV chef and author Rachel Allen is to front an O'Briens TV and radio advertising campaign in the Republic of Ireland for Impless. "Rachel will be retained as a creative consultant to O'Briens and, across the year, will create delicious 'Signature Sandwiches', which will be on sale from January 2010 in O'Briens Irish Sandwich Cafés in Ireland," said the company.


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