Freshii
Canadian fast-casual chain Freshii launched in the UK and opened in London. Founded in 2005, it is already well established in other parts of the world, boasting an estate of over 350 stores across 18 countries through a franchise model.
Freshii's concept is straightforward: custom-made healthy food at an affordable price. Ordering is a four-step process in which customers choose a wrap, soup, salad, or bowl, then create their dish with hundreds of healthy options.
Freshii also offers services such as the Freshii Meal Box. "It is a meal plan service that eliminates shopping, chopping, cooking and cleaning […] Every box includes breakfast, lunch, dinner and two snacks." Customers can choose from a 1, 3, 5 or 30 day program tailored to suit their dietary mission: bulking up, slimming down, eating clean or gluten-free.
Having just opened its first UK store, Freshii is one of the few brands which has managed to keep with the frantic pace of the health and wellness industry.
"The menu was very different because 10 years ago what people wanted was salads, but now what people want are bowls, largely grain-based, and 10 years from now it'll be something different," Matthew Corrin, founder and CEO (pictured here), said. "The Freshii brand is not tied to one product offering. We're not trying to be the hippest coolest place in town. We're trying to become very much habitual in nature."
Corrin compares its business model to retailer Zara. "We look for local food concepts with lots of buzz, who've already defined the next food trend, and then what we do is bring that to the mass consumer every 70 days. We are the fast fashion of fast food. I don't think fast food is a dirty word."
The UK rollout is being spearheaded by POD co-founder Kate Skerritt.
While the food on offer at Freshii doesn't look that different from other chains – salads, wraps, bowl food, soups, burritos and a breakfast offering – Skerritt says it is the approach to preparation and ingredients that makes it stand out. There is a keen focus on vegan and vegetarian meals on the menu, but targeting the flexitarian lifestyle is key. Protein is king, while there isn't much room for simple carbs. London's Freshii is the first to introduce breakfast into the global chain. This includes a water-based porridge with seasonal fruit, picked up daily from the market to ensure it is fresh.
When it comes to flexitarians (semi-vegetarians), Freshii is open to experimenting with meats, but understands the power of the plant. Many of the salads are vegan and vegetarian friendly, with pots of protein such as chicken kept separately for customers to purchase and add to their bowls.
Following the theme that food is medicine, Skerritt also wants the chain to concentrate on a different health issue each month. For example, one month it's brain awareness and mental health, while in the future it could be heart health, immune boosting, allergies and skin protection.
PDF report "Freshii launches in UK"