SSP franchises first Upper Crust at Welcome Break Oxford Services

SSP, a leading operator of food and beverage outlets in travel locations worldwide, has granted a franchise to Welcome Break for an Upper Crust unit at its Oxford Services site, where customers will be offered hand-filled baguettes baked fresh throughout the day.

The new concession, which opened in April, was enhanced for the motorway forecourt market with the addition of pasties and sausage rolls from SSP’s Pasty Shop range.

Following the successful launch of the first store, Welcome Break is set to open further Upper Crust stores at Warwick North and Warwick South Services in June and a Pasty Shop in Telford Services in May.

“We are delighted to have begun this partnership with Welcome Break, one of the largest independent motorway service operators in the country” said Sukh Tiwana, Commercial Director for SSP Group. “This new partnership will help us achieve a stronger presence in roadside dining, alongside our established presence in rail and air, and we look forward to securing further new opportunities for our Upper Crust brand.”

Robbie Bell, CEO for Welcome Break, said: “We are pleased to partner with Upper Crust at select Welcome Break locations across the UK.

“Welcome Break’s mission is to be famous for giving people on the move what they want, when they want it, in a passionate and profitable way, which is supported by SSP’s knowledge and understanding of the travelling public.”

Welcome Break has partnered with SSP as part of a new investment plan which will see major refurbishment of forecourts across its service stations nationwide.