Benjy’s, the budget London sandwich shop chain, has been purchased by two businessmen seeking to expand the 34-strong chain beyond London’s West End and City to the wider area within the M25 and beyond. The move could also see a redesign of existing branches.
The chain’s two most recently opened outlets, located in Piccadilly’s Dover Street and Mark Lane in the City, are considered by new joint director Ian Rickwood to epitomise the look after which they are striving for all the shops.
Designed by former owner Paul Benjamin, the two outlets are “inspired by mediterranean cafes with spotlights and set-back fridges,” says Rickwood.
He says Benjy’s is not looking to rebrand the other existing stores yet, but that changes may come with time.
Benjy’s does not have any in-house design capabilities, and bringing in a consultancy is something it may consider in the future, according to Rickwood. “The brand works well as it is,” he adds.