Chaiiwala debuts first motorway service station café
The opening marks a new phase in the company’s expansion strategy, which focuses on growing through varied formats in high-footfall, on-the-go locations
Indian street food brand Chaiiwala has launched its first motorway service station café, opening a container-format site at Roadchef’s Watford Gap Services on the M1 northbound.
The 130 sq ft café will trade for an initial three-month period. It marks a new phase in the company’s expansion strategy, which focuses on growing through varied formats in high-footfall, on-the-go locations.
The container-format site serves a reduced version of Chaiiwala’s core menu, including breakfast roti wraps, Bombay Bowls, toasties and sweet snacks, alongside its signature Karak chai brewed daily with a seven-spice blend.
Sohail Ali, co-founder of Chaiiwala, said: “We’re delighted to announce an exciting new format for Chaiiwala in Watford Gap. The new pop-up concept will provide an opportunity for us to showcase Chaiiwala’s unique and flavourful all-day Indian street food to Roadchef consumers on the go.
“As well as introducing new consumers to the brand and supporting our strategic objective of transforming Chaiiwala into a household name, it enables us to test a new route to market both in service stations and in a flexible, pop-up container format – both of which have the potential to offer exciting growth opportunities.”
Howard Lockwood, catering and brand development director at Roadchef, added: “We’re delighted to welcome Chaiiwala to Watford Gap. This partnership reflects our ongoing commitment to evolving with customer needs, and I’m confident it will enhance our strong food and beverage offering with an authentic Indian twist.”
Founded in Leicester in 2015, Chaiiwala operates more than 100 cafés in the UK, over 20 in Canada, and several in Dubai. The business is aiming to scale up to 500 locations globally over the next decade.
