ICE CREAM/DESSERTS
Sweet sensations... Creams Café is increasing its market share, so we decided to go behind the numbers. SPECIAL DELIVERY Record festive trading was the ideal Christmas present for Creams Café – the UK’s leading 100-strong dessert café brand. Like-for-like in-café sales were up 5.8% in December 2023 against the same period in 2022. Delivery sales also enjoyed an uplift of 2.5%. The October launch of the brand’s range of hot desserts obviously hit the sweet spot, while the Great Gelato Giveaway on Black Friday saw more than 50,000 scoops enjoyed by Creams’ customers. “Four new hot puddings met the consumer demand for warming desserts throughout the colder months, based on the prevalent trend of nostalgia with a range of
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winter classics reimagined,” said Creams CEO, Everett Fieldgate. “Top sellers included the Banoffee Hot Pocket, Sticky Toffee Hot Skillet and Spiced Winter Berry Waffle. “Delivery is also important, as it provides a convenient way to get a Creams ‘fix’, alongside an additional revenue stream. We’ve been working with aggregators like Deliveroo, Just Eat and Uber Eats for years. They provide an easy way of transporting products to people’s homes, without us having to worry about logistics/ transport/drivers, while also exposing
us to new audiences. They have supported us in driving at-home sales and widening brand reach.” SIGNATURE DISHES But with the economy so stretched, how does Creams ensure a strong price point? “Value for money is at the core of everything we do but we never cut corners and compromise on quality. We only use the best ingredients, as our customers expect this, relying on products to deliver on wow factor as well as price,” continued Fieldgate.
CAFÉ LIFE | THECAFELIFE.CO.UK
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08/02/2024 14:12