Simply Fresh is targeting convenience customers of the future with 50 new stores set to open on university campuses and in hospitals.
The firm, which was founded by brothers Sukhjit and Kash Khera in 2009, is teaming up with contract catering company Compass to open the stores which will triple the size of the Simply Fresh empire.
Davinder Jheeta, creative director of Simply Fresh, said: “We want to raise our brand awareness with young people. We understand that they want fresh snack foods for now, so that’s what we’ll focus on. By having stores on campus, we hope that, when students graduate and get on to the high street, they will already know our brand.”
Compass’s education catering arm Chartwells, who will partner with Simply Fresh, has been specialising in healthy food for young people for 25 years. Kash Khera recently told the Sunday Times: “Simply Fresh is all about healthy food; it’s not so much about barcoded goods.”
The symbol group already have two stores on university campuses – at Surrey University and De Montfort in Leicester. Mehmet Guzel, who runs three Simply Fresh stores, believes the new outlets will be successful. He said: “The Simply Fresh range is ideal for students. I have a store near the University of Hertfordshire which gets a lot of business from students who buy sandwiches, soft drinks, confectionery.”
According to Kash Khera, the hospital sites — set to open in the next year — will include more snacks. Along with the universities, Simply Fresh will target colleges of further education, where it plans to trial a new concept — Little Fresh. A further 25 traditional shops — using the same franchise model — are set to open in the first three months of 2018.