Why Brioche Bloom Express?

Brioche Bloom Express has been designed as a scalable retail format built around a centralised production model.

Unlike a traditional café, the Express unit does not require a full production kitchen or large staffing structure. All food production takes place at Brioche Bloom headquarters in St John's Wood, where products are prepared, quality controlled and distributed to the retail location.
This approach provides several advantages:

Lower Operating Costs

• No requirement for a full production kitchen at each site

• Reduced equipment investment

• Lower staffing requirements

• Simplified day-to-day operations

Centralised Production

The existing Brioche Bloom kitchen will act as a production hub supplying Brioche Bloom Express.
This creates operational efficiencies while maintaining consistent quality standards across future locations.

Proven Product Range

The menu focuses on:
Signature Brioche Bloom products
Artisan coffee
Fresh pastries
Premium drinks
Toasted food offerings

These products have already been developed and tested within the existing Brioche Bloom operation.

Experienced Leadership

The business is led by James Ford, a hospitality professional with more than 20 years of experience operating restaurants, hotels and high-volume kitchens.

This experience includes ownership of multiple hospitality businesses as well as senior leadership positions within established restaurant groups.

Scalable Growth Model

The first Brioche Bloom Express location will provide the foundation for future expansion.

The long-term objective is to create a network of Brioche Bloom Express locations supplied by a central production kitchen, allowing the business to grow efficiently while maintaining quality and operational control.

Use of Funds

The requested funding of £100,000 will be used to strengthen Brioche Bloom's existing production capability and launch the first Brioche Bloom Express location.

Kitchen Expansion & Equipment – £25,000

Investment into the existing Brioche Bloom headquarters will increase production capacity and create the infrastructure required to supply Brioche Bloom Express locations from a central kitchen.

This includes:

• Additional production equipment

• Refrigeration and storage

• Preparation equipment

• Kitchen improvements

• Production efficiency upgrades

First Brioche Bloom Express Unit Fit-Out – £20,000

The first Express location will be designed as a compact, high-efficiency retail unit requiring minimal kitchen infrastructure.

Funding will contribute towards:

• Service counter

• Display equipment

• Seating and furniture

• Interior fit-out

• Installation costs

Coffee Equipment – £10,000

Investment in commercial coffee equipment including:

• Espresso machine

• Grinders

• Barista equipment

• Coffee preparation accessories

Rent, Licences & Deposits – £15,000

Funding to cover:

• Property deposits

• Advance rent

• Professional fees

• Licensing and compliance costs

Initial Stock & Packaging – £10,000

To support launch operations including:

• Food ingredients

• Coffee and beverage stock

• Packaging

• Consumables

Branding & Marketing – £10,000

To support customer acquisition and brand awareness through:

• Digital marketing

• Website development

• Launch campaigns

• Signage and promotional materials

Working Capital & Contingency – £10,000

A cash reserve to support the initial operating period and ensure sufficient liquidity during the launch phase.

Funding Summary

CategoryAmount
Kitchen Expansion & Equipment£25,000
First Express Unit Fit-Out£20,000
Coffee Equipment£10,000
Rent, Licences & Deposits£15,000
Initial Stock & Packaging
£10,000Branding & Marketing£10,000
Working Capital & Contingency£10,000
Total Funding Required£100,000

Why the Central Kitchen Model Reduces Risk

A key strength of Brioche Bloom Express is the utilisation of the existing Brioche Bloom premises in St John's Wood as a central production kitchen.

Unlike a traditional hospitality expansion, the Express unit will not require a full production kitchen, head chef or extensive back-of-house operation. All food production, recipe development and quality control will remain at Brioche Bloom headquarters under my direct supervision.

As owner and Head Chef, I am already present within the business on a daily basis, typically from 7:00am until 5:00pm. This allows me to oversee production, train staff, maintain quality standards and continually develop the product offering without the need for additional senior management.

Significant Labour Savings

By centralising production, Brioche Bloom Express avoids the need to employ a full-time production chef at the new location.

This is expected to save approximately £50,000 per year in salary, National Insurance, pension contributions and associated employment costs compared with operating a separate kitchen.

Additional Revenue for Brioche Bloom HQ

All food supplied to Brioche Bloom Express will be produced by Brioche Bloom and sold internally at approximately 30% of retail sales value.

Based on projected Brioche Bloom Express sales of approximately £30,000 per month:

• Brioche Bloom HQ generates approximately £9,000 per month in wholesale sales.

• Production costs are estimated at approximately 20%.

• The remaining contribution supports rent, utilities and overheads at the existing site.

This improves utilisation of the current kitchen while creating an additional income stream for the business.

Consistency and Quality Control

Centralised production ensures that every product is prepared to the same standard regardless of location.

This model provides:

• Better quality control

• Improved purchasing power

• Reduced waste

• Consistent customer experience

• Simpler staff training

• Stronger operational oversight

Experience That Reduces Risk

I bring more than 20 years of hospitality experience to this project.

My background includes:

• Head Chef at Farmacy Kitchen, overseeing a premium operation generating more than £50,000 per week.

• Head Chef at STK Steakhouse London, managing high-volume service and large kitchen brigades.

• Multi-site operational experience managing teams of more than 20 chefs.

• Ownership and operation of Truffles, Parkville Hotel and Britalian Kitchen.

Most recently, I successfully launched Brioche Bloom in St John's Wood, creating a fully operational café, bakery and production kitchen from the ground up.

This experience provides a strong foundation for the successful launch and growth of Brioche Bloom Express.

Financial Summary & Repayment Capacity

Brioche Bloom Express has been designed as a simple, high-margin retail operation supported by a central production kitchen.

The business model focuses on a limited menu of proven products with strong margins and efficient labour requirements.

Projected Daily Revenue

ProductDaily RevenueCoffee£210Brioche Bloom£400Pastries£200Drinks£125Toasties£120Total Daily Revenue£1,055

Projected Monthly Performance

Revenue £31,650
Food Cost (30%) £9,495
Gross Profit £22,155
Laboure (2 Staff) £6,000
Rent £3,000
Utilities £500
Packaging £1,000
Marketing £500
Miscellaneous Costs £700
Net Profit £10,455

Annual Performance

Annual Revenue £379,800
Annual Net Profit £125,460

Loan Repayment Capacity

Based on a £100,000 business loan over 5 years at an estimated interest rate of 9%, annual loan repayments are projected to be approximately £24,912.

Annual Net Profit £125,460
Annual Loan Repayments £24,912
Remaining Cash After Repayment £100,548

Financial Strength

The business benefits from:

• Existing operational infrastructure

• Centralised production

• Lower staffing costs

• Strong gross margins

• Additional wholesale revenue generated by Brioche Bloom HQ

These factors contribute to a resilient operating model with strong cash generation and repayment capacity.

Management Experience & Growth Strategy

Experienced Leadership

Brioche Bloom is led by James Ford, a hospitality professional with more than 20 years of experience across restaurants, hotels, cafés and multi-site operations.

Throughout my career, I have held senior culinary and operational leadership positions within both independent businesses and recognised hospitality brands.

My experience includes:

• Head Chef at Farmacy Kitchen, overseeing a premium vegan operation generating in excess of £50,000 per week.

• Head Chef at STK Steakhouse London, managing high-volume service and large kitchen brigades.

• Multi-site operational experience managing teams of more than 20 chefs.

• Extensive expertise in menu development, food cost control, staffing, training and operational systems.

• Head Chef at Raymond Blanc's Brasserie Blanc at Marriott Hotel

Business Ownership Experience

In addition to my professional chef career, I have successfully owned and operated hospitality businesses including:

• Golf Club Studley wood

• Parkville Hotel

• Britalian Kitchen

These businesses provided valuable experience in business ownership, budgeting, staffing, procurement, marketing and day-to-day operations.

Most recently, I founded and launched Brioche Bloom in St John's Wood, London, creating a fully operational café, bakery and production kitchen from the ground up.

Why Brioche Bloom Express Is Different

The Brioche Bloom Express model has been designed to maximise efficiency while reducing risk.

By utilising Brioche Bloom as a central production kitchen, the business benefits from:

• Lower capital expenditure

• Reduced staffing requirements

• Improved quality control

• Stronger purchasing power

• Simplified operations

• Better scalability

This allows future locations to focus on retail sales while production remains centralised.

Growth Strategy

The immediate objective is to successfully launch the first Brioche Bloom Express location and establish a repeatable operating model.

Once established, future expansion will focus on carefully selected high-footfall London locations capable of supporting the Brioche Bloom Express format.

The long-term strategy is to operate:

• Brioche Bloom Headquarters (NW8)

• Three Brioche Bloom Express locations

The combination of centralised production and multiple retail sites is expected to create a business generating in excess of £100,000 per month in combined sales.

The long-term objective is to operate Brioche Bloom HQ alongside three Brioche Bloom Express locations, targeting combined group sales in excess of £100,000 per month.

Importantly, the first Brioche Bloom Express location is intended to provide the foundation for future growth, with subsequent expansion funded primarily through retained profits generated by the business.

Vision

My objective is to build Brioche Bloom into a recognised hospitality brand known for quality, consistency and operational excellence.

The proposed funding will allow the business to take the next step in that journey by expanding production capacity, launching the first Brioche Bloom Express location and creating a platform for sustainable long-term growth.

Contact & Supporting Information

Contact Details

James Ford
Director & Founder
Brioche Bloom Ltd

📧 chefjamesford@gmail.com

📞 07384 051502
📍 Brioche Bloom
114 Boundary Road
St John's Wood
London NW8 0RH

Supporting Documentation Available

The following supporting documents are available to accompany this funding proposal:

• Financial Forecasts & Cash Flow Projections

• Brioche Bloom Express Financial Model

• Management Accounts

• Business Bank Statements

• Premises Licence

• Food Hygiene Rating Documentation

• Company Registration Documents

• Existing Premises Photography

• Kitchen & Equipment Schedule

• Management CV

• Marketing & Growth Strategy

Summary

Brioche Bloom Express represents the next stage in the growth of an already established hospitality business.

By utilising Brioche Bloom as a central production kitchen, the business benefits from lower operational risk, reduced staffing requirements, improved quality control and a scalable platform for future expansion.

The requested funding will enable the expansion of production capacity and the launch of the first Brioche Bloom Express location, creating the foundation for sustainable long-term growth.

I welcome the opportunity to discuss the proposal further and provide any additional information required to support the funding application.

Thank you for your time and consideration.

Brioche Bloom Ltd
Company Registration Number: 16831830
Registered Address: 114 Boundary Road, London NW8 0RH

Location Strategy

The Brioche Bloom Express model has been designed specifically for high-footfall London locations where customers seek convenient, high-quality food and coffee without the need for a full-service restaurant experience.

The first Brioche Bloom Express location will be selected based on:

• High pedestrian traffic

• Strong commuter activity

• Proximity to transport links

• Limited direct competition within the premium artisan bakery and coffee segment

• Affordable occupancy costs relative to expected sales

Potential target areas include:

• St John's Wood

• West Hampstead

• Maida Vale

• Swiss Cottage

• Baker Street

• Marylebone

These locations benefit from a combination of residential, commuter and visitor footfall that aligns closely with the Brioche Bloom customer profile.

The Brioche Bloom Express format has been designed as a compact retail operation requiring only two staff members and limited back-of-house space, allowing the business to operate efficiently in smaller, more affordable premises.

By centralising production at Brioche Bloom headquarters, future locations can focus entirely on customer service and sales, reducing operational complexity while maintaining consistent product quality.

Expansion Timeline

• Phase 1 – 2026
  Expand production kitchen
  Launch first Brioche Bloom Express

• Phase 2 – 2027

• Open second Express location using retained profits
  Phase 3 – 2028
  Open third Express location
  Combined sales target exceeding £100,000 per month

Contact: James Ford
Director – Brioche Bloom Ltd 📧 chefjamesford@gmail.com
📞 07384 051502

114 Boundary Road
St John's Wood
London NW8 0RH