GM brand hits the high street
Gardner Merchant is taking the first step in moving its own brands on to the high street with the opening of a Strollers Deli in London's Piccadilly next week.
The Strollers concept - which Gardner Merchant (GM) has developed mainly for use in its business and industry, healthcare and education contracts - offers fresh-baked baguettes with fillings made to order. The 800sq ft Piccadilly outlet will also feature a Strollers Express section, selling pre-prepared sandwiches.
"What we want to do is get some experience from the high street because there are lessons to be learnt that we can reflect back into our core business," said Peter Hazzard, food services director at GM. But he stressed: "We are not going wholesale into the high street."
The contractor is already looking for a second high street site for Strollers in the City of London.
The company currently has Strollers units in nine of its contracts and three more outlets will open this month.
Meanwhile, the contractor is about to launch a new in-house brand. Dubbed Explorers, it will feature a range of international dishes on a rotational basis. The first outlet will open on 18 September at GM's staff-feeding contract with Kraft Jacobs Suchard in Banbury, Oxfordshire.
