Crepeaffaire opens Crepe & Roll concept in Primark
The new brand features a menu of hand-rolled crêpes with sweet or savoury fillings, including a white chocolate cherry bakewell roll; Oreo nut melt dip and roll; lemon cheesecake dip and roll; a chicken a bacon club; and a ham and cheese roll.
It also serves coffee, shakes, and soft-serve ice cream.
“The partnership with Primark, one of the UK’s best loved brands, is a natural fit for us and we are absolutely delighted to bring Crepe & Roll to Primark’s unique shopping experience,” says founder Daniel Spinath, founder.
Crepe & Roll began as a food struck in 2020 before setting up a more permanent site at east London’s Old Spitalfields Market but this is the first time the brand has been located within a retail setting.
It is just one of a number of moves by the company to expand its reach and move into different parts of the sector. In May, it launched evening concept Crepes & Cocktails at its Leicester Square location and to BigHospitality’s sister publication MCA that it had plans to open new sites in Guildford and Kingston.
The brand is also looking at exploring cinemas and service stations and plans to launch into retail, with a range of chilled, prefilled crêpes to be made available at UK supermarkets this year.
It is also about to launch a range of merchandise that will include branded hoodies, coffee cups, caps and even a tattoo.
