Welcome Break embarks on Upper Crust motorway roll-out after baking up franchise deal

Welcome Break is to open a string of Upper Crust bakery outlets at service stations in the UK after being granted a franchise from F&B operator SSP.

The first unit has already opened at the company’s Oxford Services site, with the site serving hand-filled baguettes baked fresh throughout the day.

The new concession has been enhanced for the motorway forecourt market with the addition of pasties and sausage rolls from SSP’s Pasty Shop range.

Welcome Break plans to open further Upper Crust stores at Warwick North and Warwick South Services and a Pasty Shop in Telford Services.

Robbie Bell, CEO for Welcome Break, said: “We are pleased to partner with Upper Crust at select Welcome Break locations across the UK. Welcome Break’s mission is to be famous for giving people on the move what they want, when they want it, in a passionate and profitable way, which is supported by SSP’s knowledge and understanding of the travelling public.”

Mr Bell said the partnership with SSP is part of a new investment plan which will see major refurbishment of forecourts across its service stations nationwide.

Sukh Tiwana, commercial director for SSP Group, which is the largest operator of food outlets at transport locations in the UK, said the tie-up will bolster its coverage.

“This new partnership will help us achieve a stronger presence in roadside dining, alongside our established presence in rail and air, and we look forward to securing further new opportunities for our Upper Crust brand.”

Upper Crust currently has 100 stores in travel locations across more than 15 countries. Its offering is based around its signature baguettes and flatbreads, with a ‘fast food’ service style key to the concept.

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