Extrawurst to roll out UK franchise in 2022

German food-to-go brand plans to open hundreds of sites in next three years

German food-to-go brand Extrawurst is launching as a franchise in the UK, with plans to open hundreds of sites in the next three years.

Founded in 1981, the company has over 30 sites in Germany, as well as outlets in Asia, South America and Europe. Extrawurst currently sells more than 2.5 million sausages a year.

Utilising a master franchise model, the UK business is being headed up by Sam Shutt, the former Debenhams head of retail hospitality operations, partnerships and business development and Philpotts managing director.

Extrawurst will launch with three shop units in Birmingham, Nottingham and the West Midlands in Q4 2021, which will be operated by the Extrawurst team with a view to rolling the model out to franchisees in 2022.

Sam says: “The UK food-to-go market is expected to recover from the pandemic at a faster rate than the total eating out market, so there’s an opportunity for an innovative new offer on the high street which delivers an exciting range of good value quality food.

“As a nation we love sausages, they are the perfect food to eat on the go all through the day, whether as a breakfast snack or a lunchtime meal with a coffee. 

“We’re confident our menu will appeal to consumers and entice them to become Bratwurst enthusiasts.”

There will be three Extrawurst formats, which can be sited in locations such as shopping centres, high streets, street food markets and festivals.

The menu will consist of a choice of pork Bratwurst sausage in a bun, a range of Currywurst options, as well as Frikadelle and Schnitzel, all served with a choice of sauce toppings, sides and spices. 

Customers can also enjoy premium quality coffee with their food.

Extrawurst says it will be introducing a vegan Bratwurst in the UK.

Christian Leding, managing partner at Extrawurst, says: “We’re excited to launch our unique, premium and delicious Bratwurst food-to-go offer to the UK and as we’re lucky to have a highly experienced UK partner we’re confident that it will be a success.

“We have over 40 years’ experience building Extrawurst into one of the top five Bratwurst street food concepts in Germany, with a proven track record of creating successful franchise partnerships to deliver long-term success for our affiliate teams. 

“We’re looking forward to welcoming more franchisees into our business and celebrating success.”