2013 was a momentous year for Welcome Break with a total of 15 new openings including six Waitrose, two Starbucks and three Starbucks Drive-Thrus, as well as the first KFC Drive-Thru at a motorway service station. It also saw the introduction of the Ramada hotel brand in two locations and new partnerships with two of the country’s most recognised brands, Harry Ramsden’s and Subway creating a total of 264 jobs.
2014 set to be even busier
Welcome Break’s relationships with its current brand partners also went from strength-to-strength in 2013, and this year, a new ten year agreement with Waitrose has been confirmed, securing the British supermarket’s future with the service station. In addition, Welcome Break has the opportunity to open 20 new Harry Ramsden’s and Subway units and what with a number of other brand partnerships in the pipeline, 2014 is set to be an even bigger success for the service station.
This new food court approach at Welcome Break service stations, already introduced at Woodall services on the M1 and Oxford services on the M40, will be brought together this Spring in Birchanger Green services on the M11. Alongside the introduction of Harry Ramsden’s and Subway, there will be a major redesign and refurbishment of the communal areas, further improving the customer experience at Welcome Break with increased choice reflecting the needs of differing consumers.
Outstanding full year performance
These changes to a new fully branded arena are reflected in the outstanding full year performance of the business.
The five week Christmas period saw a particular sales spike after an LFL rise of 12% and full year sales growth of 6%+. Welcome Break can also report a full year EBITDA performance which grew from £43.8m to £44.3m.
About Welcome Break
Welcome Break is one of the UK’s leading independent motorway service operators, and has over 27 sites across the UK. Formed in 1959, Welcome Break now has over 50 years’ experience in the sector and attracts 80 million motorway customers a year. Welcome Break employs more than 4500 team members who strive to proudly and passionately offer its customers world class hospitality and retail brands such as Waitrose, Starbucks, Harry Ramsden’s, KFC and Burger King in a friendly and relaxing environment. It has just announced a new partnership with the world’s largest specialist sandwich provider, Subway, and the first branches opened at Welcome Break Woodall on the M1 at Sheffield, and Welcome Break Charnock Richard on the M6 near Chorley, on 13th December 2013.