partnerships with existing brands that will bring them more of their customer base. Having trialled a pilot outlet within a Midland’s branch of Tesco (a rollout since abandoned), Domino’s is venturing into service stations after securing a deal – of an initial five outlets – with Extra Motorway
“A proliferation of franchise brands are using the sites- within-sites model”
Service Area Group. Julia Poulson, head of property at Domino’s confirmed the reason for taking the brand onto the highways: “Our mission is to bring pizza to the people where and when they want it. Opening stores in Extra services is a great way to help
us take that to the next level.” Subway is also on the road in partnership
with Welcome Break Motorway Services. Two store openings late last year have created 20 jobs at Charnock Richard and Woodall, outside Sheffield. Another outlet, at Newport Pagnell, opened in May. Rod McKie, CEO of Welcome Break and Tesh Patel, Regional Development Agent for Subway confirmed that the plan is to see “many more stores in Welcome Break service stations in the coming months”. Coming next, a ZipYard franchise in your local large supermarket for on-the-spot repairs, whilst your motor has a touch up courtesy of a ChipsAway van in the car park? The opportunities, if not endless, certainly exist – and will need to be further created – for franchisors to diversify how they reach new markets. Preceding the Grimsey Report was the
Government-commissioned Portas Review. In it, Mary Portas took the model of retail
spaces within other formats and suggested inverting it as one of her high-street reviving measures: “Let’s get some of the big brands on our high streets to think about incorporating more social and local activities into their in-store experience. We have had book shops bringing a coffee franchise inside for customers to relax, work or meet up while they browse and read. Why not turn that on its head? Get a coffee shop to bring in a bookshop. Put in Wi-Fi and make the high street the place to go for all those people working from home. Or ask the sports shop to offer a meeting point and drinking water for the local running club?” For retailers, the next couple of decades will be hugely interesting (possibly disastrous for some if we’re not prepared to face reality head on). Hopefully they will be greatly fruitful and see a return of thriving community hubs on the high street, with successful ethical franchisors at the heart of them.
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