The partnership will see Creams launching within Tesco Cafés as co-branded spaces that will offer Creams’s full 24-flavour gelato selection, alongside its signature dessert range of waffles, milkshakes, cookie dough, crepes and sundaes.
“We are delighted to be chosen as Tesco Café’s first ever franchise partner,” says Everett Fieldgate, CEO of Creams Cafe.
“It marks a significant moment for Creams and provides a huge opportunity to expand our reach to new audiences and cement our position as the UK’s favourite dessert restaurant brand.”
The first Tesco Café-run Creams will open at Tesco Extra Gateshead, Newcastle, on 3 August 2023.
This will be followed the next day (4 August) by a site in Tesco Extra Maryhill, Glasgow.
Further openings are also planned for later this year.
This new agreement comes after Creams opened of a standalone cafe within Tesco Extra Streatham in November last year.
The group is one of a number that have spotted an opportunity to move into retail spaces and create an omnichannel presence.
Last summer, Boparan Restaurant Group started the rollout of its restaurant and takeaway brand The Restaurant Hub – which comprises its Harry Ramsden’s, Caffè Carluccio’s, Gourmet Burger Kitchen, Slim Chickens and Ed’s Easy Diner brands – in Sainsbury’s.
Meanwhile, Japanese food brand YO! announced in June this year that it intends to open 35 more in-store sushi kiosks in Tesco over the coming year. The company opened its first kiosk with the supermarket chain in October 2018 and now has a presence in more than 300 Tesco stores nationwide.
