Daniel Spinath, the Founder of the UK-based creperie and coffee chain, sees ‘great growth potential’ in the UK and Middle East and is targeting expansion from 30 to 300 stores by 2028
Crêpeaffaire currently operates 14 stores in the UK, 11 in Saudi Arabia, four in Kuwait and one in the Netherlands | Photo credit: Crêpeaffaire
Crêpeaffaire is seeking to reach 300 stores around the world within the next five years as it continues its evolution to a ‘global business’.
Speaking on The Food Service Growth Show podcast produced by Belgian software business Apicbase, Crêpeaffaire Founder Daniel Spinath said there were ‘great growth opportunities’ for the company in the UK and internationally.
Founded in 2005, Crêpeaffaire currently operates 14 stores in the UK, 11 in Saudi Arabia, four in Kuwait and one in the Netherlands.
Spinath said consumption trends differ across the UK and Saudi markets, with the latter possessing ‘a sweet tooth culture’ which sees Crêpeaffaire sell less savoury products than it does across the UK.
Additionally, the company is also exploring entering the US, a market Spinath said has different consumption patterns to its current markets, such as customers being willing to regularly drive to a café to have a breakfast.
Coffee sales now represent between 20-25% of Crêpeaffaire’s in-store business. Spinath said consumers regularly purchase coffee daily, which compliments its crepe offering which people still predominantly view as a treat.
Spinath said Crêpeaffaire is not necessarily ‘a place where people go every day’ as they might ‘go to Pret A Manger to buy a sandwich’. However, coffee sales have enabled the company to grow consumer loyalty and form an important part of the business, Spinath added.
Crêpeaffaire uses premium Fairtrade certified coffee beans from Belgium-based Puro Coffee.
In July 2022 Crêpeaffaire appointed former McDonald’s Chief Franchising Officer João Noronha Lopes as Non-Executive Chairman to help drive its next stage of its expansion.