Extrawurst, one of the leading authentic German bratwurst fast-food to go brands which has over 30 sites in Germany, with more than 10 openings in the pipeline and many more openings in other markets around the world is launching its fast food to go concept into the UK.
The UK business is being headed up by former Debenhams Head of Retail Hospitality Operations, Partnerships and Business Development and Philpotts MD, Sam Shutt who will lead the strategy to open 100s of sites across the UK in the next three years with a master franchise model.
Extrawurst is a German success story, founded in 1981 by Lothar Hagebaum and now run by his son, Kim Hagebaum, the family business is renowned for providing authentic, delicious German fast-food with craftmanship and quality at its heart. The business sells more than 2.5m sausages a year and have expanded its FTG concept to a global audience with sites in Asia, South America and Europe.
It prides itself on the quality of its iconic Original German Bratwurst sausages which are supple, meaty, perfectly seasoned and seductively fragrant. The signature menu items are made to an authentic secret recipe under the careful scrutiny and sign off by Extrawursts German master butchery team which creates an unrivalled eating experience.
The brand will launch with three shop format units in Birmingham City Centre, Nottingham City Centre, and West Midlands Regional Shopping centre in Q4 2021 which will be operated by the Extrawurst team with a view to roll the model out to franchisees in 2022.
Sam Shutt, CEO Extrawurst UK
Sam Shutt, CEO of Extrawurst UK said: “The UK FTG market is expected to recover from the pandemic at a faster rate than the total eating out market so there’s an opportunity for an innovative new offer on the high-street which delivers an exciting range of good value quality food.
“As a nation we love sausages, they are the perfect food to eat on the go all through the day, whether as a breakfast snack or a lunchtime meal with a coffee. We are confident our menu will appeal to consumers and entice them to become Bratwurst enthusiasts.
“We will be rolling out our franchise model into 2022 which will be a compelling an affordable option for many with the potential to drive a great return.”
There will be three Extrawurst formats which will be located in a range of locations including shopping centres, high streets, street food markets, festivals and events.
- Macro – a counter service shop format with a small seating/standing area perfect for high street and shopping centre locations
- Midi – a relocatable container which can be positioned in retail & industrial parks, food markets and events
- Micro – a standardised bicycle, e-bike or tuk-tuk for seasonal events and pop up venues
Christian Leding, managing partner at Extrawurst said: “We are excited to launch our unique, premium and delicious Bratwurst food to go offer to the UK and as we are lucky to have a highly experienced UK Partner we are confident that it will be a success.
“We have over 40-years’ experience building Extrawurst into one of the top five Bratwurst street food concepts in Germany with a proven track record of creating successful franchise partnerships to deliver long term success for our affiliate teams. We are looking forward to welcoming more franchisees into our business and celebrating success.”
British people are huge sausage fans with an average person eating 2,700 sausages in their lifetime. However, most people only experience German bratwurst at Christmas markets or abroad so there is an opportunity to bring the flavours of Germany to more people all year round.
The mouth-watering menu will consist of a choice of pork Bratwurst sausage in a bun, a range of famous Currywurst options, as well as Frikadelle and Schnitzel options all served with a choice of sauce toppings, sides and spices. It will also be a introducing a vegan Bratwurst in to the UK market.
Delivering a premium quality coffee will be key to customer quality perception so Extrawurst has partnered with local artisan coffee roasters, Rounton Coffee Roasters. Its Fairtrade coffee is sourced from Brazil with 100% Arabica beans and freshly roasted in small batches exclusively for Extrawurst
Dave Beattie, Founder of Rounton Coffee Roasters said: “We are so pleased to have been selected to work alongside Extrawurst as the iconic Bratwust brand enters into the UK market. Working together, we know that we can offer an unparalleled product and service that stretches all across the UK. It is exciting for us to be part of such a great journey!”
The Extrawurst team will be showcasing its innovative new concept at Completely Retail Marketplace in Old Billingsgate Market, London on Tuesday 28th September. Stand number: 25
For more information on location or franchise opportunities please visit www.extrawurst.co.uk alternatively email [email protected] or [email protected]