Creams Café has introduced Creams Direct, a new delivery platform designed to give customers easier access to its desserts while improving profitability for its franchise partners. The service is integrated into the updated Creams app, which now allows loyalty points to be collected on delivery orders, a feature that had previously been available only to dine-in guests. Seventy percent of the brand’s locations are already part of the rollout, with full coverage expected early next year.
Delivery has become a central part of the company’s business model, accounting for nearly half of its sales. By shifting delivery into its own ecosystem, Creams hopes to capture more value for franchisees, who have long contended with the steep fees and limitations of third-party providers. The company is confident the move will translate into stronger margins and a better long-term outlook for its network.
The introduction of Creams Direct is accompanied by broader technological upgrades. The company has improved its point-of-sale and inventory management systems and moved to a provider that allows seamless multi-channel access. These investments are aimed at speeding up order fulfillment, improving accuracy, and ensuring that desserts arrive as they should. For a brand built around indulgence, the promise of a sundae that tastes as good at home as it does in-store is a central selling point.
Everett Fieldgate, the chief executive of Creams Café, described the launch as a milestone for both customers and franchisees. “We are extremely excited to be adding Creams Direct as a new way for customers to access their beloved sweet treats, and a better experience to our customers, without raising prices,” he said. Fieldgate added that in an inflationary climate, “profitability has never been more important, and Creams Direct will allow us to deliver better profitability to our franchise partners and give us the strategic edge to support our expansion plans in the UK and beyond.”
Since its founding in 2008, Creams has grown into one of the United Kingdom’s most recognized dessert chains, offering freshly prepared crêpes, waffles, sundaes, and doughnuts, all built around its signature gelato. The launch of Creams Direct signals not only an operational change but also a strategic step toward adapting to shifting consumer behavior.
For franchisees, the development offers a chance to improve control over delivery channels, maintain quality standards, and capture a greater share of profits. The true test will come as Creams Direct expands across the full estate, but for now, the company believes it has found a way to blend customer convenience with franchisee growth in a competitive and fast-changing food market.
