Record sales for dessert cafe brand, Creams, two new sites open and a further five in the pipeline

27 July 2020

Creams, the 88-strong dessert café brand has announced its financial results for the 52-week period ended 31st March 2020.

The company reported a strong performance, with FY20 Group system sales up 3% year-on-year to £43.4m (FY19: £42.0m) against a backdrop of challenging trading conditions in the rest of the UK casual dining market and the severe impact of COVID-19 on trading during the final month of the year.

Eight new Creams Cafes were opened during FY20.

4.3m customers welcomed during the year with approximately 50 million scoops of gelato, 1.7 million waffles and 1 million milkshakes served. Delivery sales through Deliveroo, Just Eat and Uber Eats grew to represent 24% of Group system sales in FY20 (FY19: 14%)

Creams also reported the successful launch of a Winter Limited Edition Menu, Valentine’s Limited Edition Menu as well as the roll out of a new Savoury range.

Current Trading:
Despite the impact of Covid-19 and lockdown, the start of the financial year has been exceptional with a plus 67% increase in delivery sales for the year-to-date supported by successful marketing campaigns, including the Creams Heroes Campaign and the exclusive brand partnership with The Cheesecake Factory Bakery cheesecakes.

June 2020 Group system sales +103% compared to April 2020, following the gradual safe reopening of the majority of our stores, +132% increase in order volumes in June 2020, compared to April 2020

Several cafes are recording outstanding LFL sales growth despite being closed to dine-in customers during the lockdown.

Two Creams stores due to open on London’s Old Street and in Morden, and a further five in the pipeline scheduled for the next few months.

Creams delivered a year of outstanding progress in FY20 and the Group’s performance reflects customers’ increasing recognition of the Creams brand as a leading dessert destination, continued expansion of the estate and further menu innovation.

The company continues to develop its people and invest in technology and infrastructure to drive order volume and provide a strong platform for future growth. This included further development of a strong vertical supply chain and improved processes across buying and logistics. The brand is also advancing its plans for international expansion.

Adam Mani, CEO of Creams commented: “Creams has performed extremely well in the year ending 31st March 2020 and this financial year, despite the unprecedented and challenging trading conditions, is looking very promising indeed. Even with the impact of Covid-19, the brand has experienced exceptional sales and growth. This is testament to the hard work and passion of our team and franchisees – even during lockdown we continued to innovate our product line whilst developing a robust delivery offer.

“I’d like to thank as the millions of customers who have chosen to dine at Creams or order from us. Their loyalty alongside the brand’s wide appeal, great value offering and visibility on social media means we are very well-placed to enhance our reputation as the leading dessert café brand.”

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