French artisan bakery and patisserie, PAUL, will open its second Express shop on Tottenham Court Road later this month, a year after it debuted the format at St Pancras station.
The new site, adjacent to Warren Street tube station and spanning 58 square feet, will focus on quick service, offering a shorter breakfast and lunch range, with new hot grab and go options including porridge, savoury croissants, sausage rolls and soups.
Although it has taken 12 months to add a second site, Gary Cowells, operations director at PAUL UK, insists further expansion is on the cards.
“We are thrilled to be opening our second PAUL Express shop. We are excited about the scalability of this concept, and are looking at further opportunities to roll out this model.”
The new launch comes as the chain rolls out its first mobile payment and loyalty app for UK customers.
The app, which is powered by digital payment and loyalty solution Yoyo, is free to download from the Apple App Store and Google Play and will replace PAUL’s existing ‘La Carte Noire’ scheme, allowing customers to collect reward points and receive tailored offers through their phones.
Through the mobile payment feature, PAUL UK will be able to capture fully anonymised customer data including the types of products they buy, as well as the timing and frequency of their visits, in order to generate personalised rewards and in-store experiences.
PAUL sees the launch of a mobile payment and loyalty app as an instrumental tool for building on overall customer experience across its 37 UK shops.