Creams Café, the UK’s largest dessert chain, has been honoured with the “Most Innovative Business” award at the 2024 Hospitality Awards, presented by Business Awards UK. The accolade recognises Creams for its exceptional creativity and commitment to enhancing the customer experience within the UK hospitality sector.
Celebrated for its innovative approach to dessert creation, Creams Café has spent the past 16 years establishing itself as a household name, distinguished by its dedication to high-quality ingredients and inventive product offerings. The award-winning chain is renowned for reimagining classic desserts and consistently introducing new flavours, textures, and concepts to keep its menu fresh and engaging.
Creams Café’s success is rooted in its proactive approach to product development. The company’s New Product Development (NPD) team is dedicated to understanding and responding to evolving consumer preferences, ensuring that each new menu item adds to the overall customer experience. This strategy was evident in the recent launch of their summer menu, which introduced a range of portable desserts designed for enjoyment on-the-go. This summer collection includes innovative treats such as a collaboration with Pepsi’s Popworks brand, offering a sweet twist on nachos, and the viral sensation, The Crookiewich – warm cookie dough encased in a toasted croissant and filled with Creams’ signature gelato, topped with chocolate sauce and sprinkles.
In response to the seasonal fluctuations in customer traffic, Creams Café has also demonstrated its adaptability by launching a series of winter-themed desserts. Products like ‘The Adorable Snowman’ and the Winter Warmer range were introduced to attract customers during the colder months, reversing a 50% decline in winter sales and redefining Creams as a year-round destination.
Everett Fieldgate, CEO of Creams Café, expressed pride in the company’s achievement: “Innovation is at the heart of what we do at Creams. Winning the Most Innovative Business award is a true testament to our team’s hard work and dedication to creating unforgettable experiences for our customers. Our goal has always been to bring new and exciting moments of joy for everyone who steps foot into one of our stores.”
Fieldgate further emphasised the importance of continual innovation: “In a competitive market, it’s crucial to adapt and innovate quickly. Whether through seasonal offerings or putting our own twist on trending flavours, we are committed to surprising our customers with new and exciting dishes. Watch this space as we continue to explore new ways to delight our guests.”
This award highlights Creams Café’s leadership in the UK dessert and hospitality sector, reinforcing its mission to spread joy through inventive, high-quality desserts and memorable dining experiences. As the company continues to grow and evolve, its dedication to innovation remains central to its success and appeal.
With this prestigious recognition, Creams Café solidifies its position as a trailblazer in the industry, committed to delivering exceptional culinary experiences and setting new standards in the world of desserts.