Chaiiwalla opens first service station format cafe
The format is launched via a pop-up that will be opened for three months.
Chaiiwala has opened a new format container-based café in the Watford Gap Roadchef Services on the M1 (Northbound).
The new 130 sq ft café marks Chaiiwala’s first location at a service motorway station and supports the company’s strategy to expand the brand through opening diverse formats in high-footfall, on-the-go locations.
The new format café will offer all Chaiiwala’s core products as part of a reduced, more focused menu. Motorway users will be able to choose from a variety of fresh, and authentic dishes at various mealtimes – from breakfast roti wraps in the morning to Bombay Bowls and Toasties throughout the day and indulgent sweet treats.
According to Sohail Ali, co-founder of Chaiiwala, the pop-up enables them to test a new route to market both in service stations and in a flexible, pop-up container format.
The pop-up café will initially be open for three months, introducing Roadchef travellers to a new food offering from August and throughout the autumn.
Established in Leicester in 2015, Chaiiwala is known for its authentic and carefully brewed Karak chaii and unique, high-quality street food bursting with traditional flavours. Over the past decade, the brand has grown significantly to operate over 100 cafes in the UK, more than 20 in Canada, and a handful in Dubai.
