Spanish Pioneer

Following their upgrading in terms of image and quality in the wake of a new nutritional consciousness and appealing recipes by creative celebrity chefs in the eighties, various Spanish operators were inspired to make salads – generally in combination with vegetarian dishes – the core product of their concepts in the early nineties. The pioneer of this trend was Fresc Co, followed by Lactuca (www.lactuca.com) and Salad & Co, a brand of Agapes Restauración España. Founded in 1994 by brothers Jordi and Victor Arrese and owned by the Eat Out Group since 2004, the Fresc Co all-you-can-eat formula (prices from €8.50-€9.95 depending on the time and day of the week) offers a selection of over 40 market-fresh salads and vegetables – intended as starters – followed by pizza or pasta with a beverage. The complete spectrum is displayed on three self-service buffets. The concept relies on healthy and natural raw ingredients that are freshly prepared in-store every day. Initially limited to very busy locations, the Eat Out Group is increasingly focussing on shopping centres. Thus, the Fresc Co network currently comprises 51 outlets including one freestander. Average revenues per store are approx. €900,000 – a good half of which is generated by salads compiled by guests from the ingredients on display.
 
www.frescco.com
 

 
| 13 November 2008 |