Independent coffee shop The Interesting Eating Company has launched a further two Ultimate Cafe outlets in partnership with Ultimate Outdoors.
As part of the long-term affiliation between the local eatery and the outdoor retail giant owned by JD Sports Fashion plc, the brand provides in-house coffee shops in the new Dudley and Nottingham Ultimate Outdoors.
Similar to the original Preston-based site, Ultimate Cafe is homed on the ground floor of both venues located within Merry Hill (Dudley) and Castle Marina Retail Park (Nottingham), and mirrors The Interesting Eating Company’s ‘great food and service’ ethos.
Filling a market gap
Director of The Interesting Eating Company Nichola Lee said: “Having approached and successfully struck a partnership with the sports fashion and outdoor group, and now to have established three Ultimate Cafes spanning across the UK, it gives us a great sense of pride and achievement to see how the brand has developed. Since setting up The Interesting Eating Company back in 2012, we have been keen to extend our offerings and maximise our customer reach.
“As an independent, it’s fantastic to have filled a gap in the market between local SMEs and retail giants.”
Ultimate Cafe offerings
Ultimate Cafe located within Ultimate Outdoors echoes The Interesting Eating Company’s signature branding and quirky offerings, which include specialty pancakes and waffles, ‘grab and go’ light bites, cakes and freshly prepared gluten free variations, as well as barista hot beverages. To keep children entertained, the new sites also feature large scale state-of-the-art indoor soft play areas, which enable youngsters to exercise while having fun.
Fellow Director of The Interesting Eating Company Andrea Edwards said:
“The longevity of our partnership with Ultimate Outdoors goes to show how an independent business can develop its reputation and credibility within such a fast paced industry and gain the respect of a large national retailer.”
Ultimate Cafe has provided 40 new jobs across the three sites, whereby staff members have undergone various training and development schemes.
For more information about The Interesting Eating Company click here
For more information about The Ultimate Cafe click here