Manchester sandwich bar launches takeaway booking system after 'overwhelming' demand

A Manchester sandwich bar forced to close after opening day demand saw it sell out in just 90 minutes has announced it will reopen with a booking system for its takeaway offering.

Ruger Fjord opened in Oldham on Sunday (7 June) serving focaccia sandwiches developed by founder Kieran O’Reilly.

But, “overwhelming” demand saw the team sell what it had expected to be a week’s worth of ingredients in just an hour and a half. 

O’Reilly said he was “proud” to have attracted such support but would have to close the doors for a few days while he considered how to boost production and reopen with a sustainable operating model.

In an Instagram post he explained: “We need a little time to rework our production, increase our capacity, strengthen our supply chain and make sure we can deliver the quality and experience that Fjord stands for, without people queuing endlessly or missing out.

“This isn’t a step backwards; it’s a step towards building something sustainable, consistent and worthy of the support you’ve shown us.

“We’d rather pause briefly now than compromise on quality later.”

Yesterday (11 June), O’Reilly announced the restaurant would be reopening on 20 June with a 100 sandwich “drop”. But, this time people would be asked to book their sandwiches to rule out anyone queueing only to be disappointed.

Other changes announced by the chef, who has spent his career in fine dining restaurants, included the setting up of a prep kitchen and a reduction in opening hours.

As well as launching a booking system for takeaway sandwiches, O’Reilly will host dinner services where guests will have the chance to watch the team at work while enjoying drinks and a selection of snacks and sandwiches.

Within an Instagram post announcing the changes, O’Reilly thanked people for their “support and patience”.