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O'BRIENS IS REVAMPING ITS RETAIL OFFER AND GEARING UP FOR EXPANSION IN THE GLOBAL ARENA

Signature sandwiches such as Toosties, Wrappos, Tripledeckers and Shambos are at the heart of the quality, healthy, made-to-order offer from O'Briens Sandwich Bars. These popular core products have helped the hand-cut sandwich and gourmet coffee franchise expand year on year, as have its complimentary, flexible offer that includes coffees with beans direct from the grower, Fairtrade tea, Tossed Salads, seasonal dishes, juices, smoothies, tempting cakes and pastries.

Now, following consolidation during 2006, O'Briens is revamping its retail offer and gearing up for expansion in the global arena. To ensure its flourishing franchise model is taken smoothly and seamlessly onto the next level, it is extending its product range while simplifying its offer and operations and creating a slightly different look for its shops.

BEARING FRUIT
Changes are already bearing fruit for its franchise partners, who together run more than 300 shops around the world. At the same time, it is attracting potential partners looking for a piece of the action.

"Along with brand innovation, listening to and acting upon our customer demands have always been fundamental to our offer," says Retail & Operations Director, Andrew Moyes. "People have less time than ever to enjoy their lunch or coffee break - recent research says only 20 minutes for lunch - so customers often have just seconds to make their selection.

"Enhancing the speed of our service at peak periods without compromising on quality or our offer of fresh food made in front of the customer is crucial. By removing sometimes complicated choices from the decision-making processes we are speeding up the process. Investment in new displays is bringing greater clarity to our customers.

"Our extended O'Briens food offer is being gradually introduced across our UK stores, incorporating new products requested by customers, while maintaining the core product base. There is a new hot hand-held offer, including pastries and quiches, and coming to many shops this summer is our new iced drinks - blended juice drinks, iced coffees and milkshakes."

Where O'Briens is experiencing high demand for speed - busy business districts - outlets are introducing an express service. In some cases, dedicated express areas are selling an increased range of pre-made sandwiches and drinks, although all still made fresh on the premises each day.

NEW LOOK
The new retail offer comes with a new look for the shops that has a focus on more soft seating and a lighter colour pallet. For customers with more time to sit back and relax, this provides a much more comfortable and relaxed environment.

Turning its sights on its gourmet coffee offer, O'Briens is committed to sourcing an ever-increasing percentage of beans direct from the grower, mainly in developing countries like Ethiopia. While the source has changed, the natural flavours and aromas of its exclusive, secret blend - created by an Italian family firm of master roasters - remain unchanged.

"Never before has there been a greater need to look closely at how we all source our food and drink," says O'Briens CEO Fiacra Nagle. "Sourcing beans direct from the grower means we can help make a real and sustainable difference to economic growth in the countries of origin. Surely there is no better way to trade?"

As the brand aims to become much more ubiquitous across the UK market, 17 new outlets are earmarked to open here within the next 12 months. It has just launched into Germany with a new master franchise, following hot on the heels of openings in Bahrain and China.

O'Briens' popularity as an international lifestyle cafe is undoubtedly set to flourish. As it builds its profile in new markets with its expanded offer, it is seeing the value of the brand being translated into extra sales and profitability.
For more information

More information on O'Briens Sandwich Bars, including franchising opportunities, is available by calling Freephone UK 0800 973888, or visit www.obriensonline.com

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