Dessert chain has expansion licked as pandemic fails to leave a sour taste

Adam Mani, CEO

90-strong dessert restaurant chain Creams insists the future looks “promising” despite the impact of Covid-19 after it unveiled a sparkling set of financial results that showed sales increased 3% to £43m last year.

The company’s financial year ended on 31 March so it closed its books just as the pandemic struck, but it remains buoyed by its progress before and since.

It said the start of its new fiscal year has brought a 67% increase in delivery sales for the year-to-date, while June orders were more than double what they were in April 2020, following the gradual reopening of the majority of its stores.

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Several cafes are recording “outstanding” like-for-like sales growth despite being closed to dine-in customers during the lockdown, it said.

Creams opened eight new stores last year and it is determined to maintain that momentum. Two stores are due to open on London’s Old Street and in Morden, and there are a further five in the pipeline. It also plans to expand the brand internationally.

The chain, which was founded in 2008 by Balal Aqil and Adam Mani, employs more than 1,400 staff and works with a variety of franchise partners across the UK.

Last year it served 4.3 million customers, selling approximately 50 million scoops of gelato, 1.7 million waffles and one million milkshakes.

It launched special limited winter and valentine’s menus during the year, as well as the roll out of a new savoury range.

Mr Mani (main image) said: “Creams has performed extremely well in the year ending 31 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.”

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Andrew Seymour

The author Andrew Seymour

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