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Crêpeaffaire

Watch your

crepe BY zen terrelonge

Following his taste for French culture, Daniel Spinath created Crêpeaffaire, the crepe restaurant franchise, which has seen the pioneering pancake purveyor catering to countries beyond the UK

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nce responsible for food and beverage with Regent International Hotels, Daniel Spinath has been on a broad workplace journey ever since. From hospitality to finance, consumer goods to TV and onwards to travel, he put his experience to good use and founded his own eating empire – Crêpeaffaire. “[I’m] a foodie at heart and I grew up spending most of my holidays in France, so I was very much exposed to crepes,” says Spinath of his inspiration. “That was when I was much younger. I’ve always loved crepes and was really part of the whole French culture.” He didn’t know it then but that childhood memory would stick with him and shape his life decades later. After clocking up time working at Citi, Procter & Gamble, Viacom and Eurotunnel, the trigger to leap out of the corporate frying pan and into the entrepreneurial fire came as Spinath realised he desired forging a company of his own. “I wanted to do something myself and the thought about crepes was really that it can be something that’s not just a mum and pop business,” he reasons. “And quite frankly, in a very fragmented industry, [crepes] required a system and a brand.” From that point, the target was to take the “humble crepe” and transform it into a quick service restaurant that had the legs to scale. The first Crêpeaffaire opened in London back in 2005 and it’s fair to say that dining habits and the average guest have

changed drastically since then. “There’s been a major shift in food and eating behaviours with consumers in the UK,” opines Spinath. “There’s a lot more grazing [and a] shortage of time people have for eating, so traditional mealtimes such as breakfast, lunch and dinner have shifted into people eating at all points of the day.” He realised how modern consumers crave knowledge of the ingredients in their food and how healthy it is. This presented

I wanted to do something myself and the thought about crepes was really that it can be something that’s not just a mum and pop business

50 elitefranchise | DECEMBER 2018

International.indd 1

30/11/2018 15:48

Elite Franchise December 2018  
Elite Franchise December 2018