The dessert-focused group will open its first retail site at Tesco Extra in Streatham in November with a second Tesco site soon to be announced.
The new Creams Cafe site will have 58 covers and will have a gelato counter offering 24 flavours as well as a menu of milkshakes, waffles, crepes, sundaes and cookie doughs.
Its interiors will feature graffiti-style artwork, neon signage, suspended skateboards and BMX bikes.
As well as dine-in and take-away, desserts will also be available for home delivery via Deliveroo, Uber Eats and Just Eat.
“This agreement signals a significant moment for Creams, as we look to further grow our 100-restaurant estate and this exciting partnership is an opportunity for us to extend our reach whilst reaffirming our position as the UK’s favourite dessert restaurant brand,” says Othman Shoukat, Creams managing director.
The group is one of a number that have spotted an opportunity to move into retail. Boparan Restaurant Group has 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 and has also installed a Slim Chickens restaurant in a Tesco Extra.
Earlier this year Costa Coffee and M&S Food formed partnership collaboration with M&S food products, including hot meal boxes and children’s food available in more than 2,500 Costa Coffee stores across the UK.
Brands including Boparan, Pret, YO! and Leon will be speaking about their omnichannel approach at this November’s The Omnichannel Foodservice Conference. For more details and to attend visit here.