Upper Crust

The multi-award-winning Upper Crust brand is a well established market leader in Europe and also has growing visibility across the rest of the globe. It is SSP’s largest bakery brand, with 109 units in 17 countries, including some of the world’s leading rail stations and airports.

Upper Crust offers a range of freshly baked baguettes, filled with all the traditional favourites, as well as more exotic and seasonal variations, and all products are designed to be easy to eat ‘on the move’. It delivers outstanding commercial results in the smallest of spaces, making it an ideal choice of brand for travel locations.

It’s a brand that’s well suited to the needs of today’s consumer. The market for fast bakery foodservice has seen consistent growth year on year, in particular in Western Europe where more consumers are demanding healthier fast food options. This trend is likely to continue over the coming years.

To capitalise on the growth in this sector it is important that the customer experience is of the highest standard. To maintain the standard of service at an optimal level across all outlets, Upper Crust store managers must complete a brand management training programme and certification at a dedicated Centre of Excellence. Similarly, store team members have to complete a minimum seven day training programme.

A key feature of this popular brand is the display of baguettes, which allows customers to view the high quality of the product they are purchasing. It also makes it the ideal brand for time pressed travelling consumers who require freshness and quality, but don’t wish to wait for their sandwich to be made. All products are displayed for a very limited time, so that freshness of products is maintained. Baguette sandwiches and filled bread products are displayed for a maximum of three hours to ensure the very best freshness.