Appendix 5 New Style Catering Concept - FREEDOM Leisure Westgate Leisure Centre, Chichester

1 The Vision: Westgate Leisure is committed towards ‘helping people fulfill their potential’ through education, physical and mental well-being and social interaction’.

‘Coffee shop, quality and convenience at realistic prices delivered by knowledgeable and enthusiastic staff aspiring to serve great coffee’ Visual – clean, clear, cool and minimalist, glass, light, space and stainless steel with the whole experience promoting healthier eating and choice The Menu – juices and smoothies, home baked flapjacks and pastries complimented by the aroma of baked bread and freshly ground coffee

2 Proposal: The new style Café will be visual and aromatic creating the perfect setting to enhance every leisure experience made accessible to all areas of the community The facilities will be visual, clean and atmospheric bursting with aromas and displays of appetising food and drink offering an inviting and relaxing atmosphere marketing itself to every visitor to Westgate creating the ultimate first impression.

The provision of a new and inviting coffee shop style concept will promote a steady increase in income and promote a higher average-spend as popularity and recognition grows coupled with effective management promoting a healthier Gross Profit Percentage overall. Growth will continue into year two and three as site customer base shifts in recognition and appreciation of a new and recognised branded product (community outreach is crucial to tap into local coffee market).

Currently there are in excess of 10,000 coffee outlets in the UK of which 62% are branded; it is predicted that this will slow down and there will be 2-3 major brands in the market place. Takeaway coffee business has grown 34% year on year with an overall London growth of 6% year on year and outside of London a growth of 12% that signifies London markets settling down with catch up growth across the rest of the UK. It makes sound business sense therefore to utilize a recognizable brand and reap the financial benefits of doing so to secure our business for the future. The result is a unique combination of authenticity and heritage backed by the operational expertise and efficiency of the UK’s leading Leisure Company. 3 The Concept: Westgate Leisure is committed to quality and delivery and has been successful in raising awareness and driving change in Chichester, the Catering Operation and the Café will be the combining factor in harmonising all other leisure facilities creating an appealing atmosphere with fresh coffee and baked bread aromas enhancing the ‘customer experience’. The Menu will underpin values as a leisure provider to improve the quality of life through diet and exercise and assist in the education of young minds to reduce childhood obesity securing good health for the whole community.

The Westgate Catering Concept will be represented by fresh juices, smoothies and freshly ground coffee sourced from local suppliers (where available) ensure our baguettes, and panninis and wraps are enjoyed by customers. Low fat, low sugar, gluten and dairy free alternatives will be available and sourced, where possible from local suppliers. The concept will be under-pinned by the Costa Coffee brand enabling us to offer a full range of speciality hot drinks at affordable prices. Fruit smoothies, juices and spring water based drinks for children complete a simple but appetising range of products delivered with enthusiasm and pride.

The design and open layout of the site lends itself to the introduction and expansion of a coffee bar area – a visible and inviting area incorporating aromas and relaxation with comfortable seating to be enjoyed after a tiring workout. A motivational treat for all leisure users serving hot and cold beverages with a very simple range of hand made wrapped products for ease of service and storage.

The café bar design will be curved, light with a contemporary surface and overall theme. Displays of food and drinks will be visible, light and appetising achieved with the use of glass fronted displays, aromas and theatre. The bar will sell the catering concept to every visitor to Westgate and will be central for all available staff.

The design will consider appropriate floor, wall and ceiling finishes, to modernise the existing area. Lighting will be incorporated to good effect to create different ambiances for each zoned area.

4 Public Areas It is important, when designing new catering areas that consideration be given to customers with differing needs; zoning areas tailored to individual user groups ensures the business attracts a high proportion of overall users throughout the day and evening to maximise income.