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Our strategy

The Group launched its Vital 5 strategy to drive sustainable, profitable growth.

Improve UK profitability

Leverage positive improvements from FY2023 and recent delivery channel change to drive margins. Focus is on maintaining improved purchasing power and supplier relationships, hedging strategy on food and utilities and driving operational efficiencies.

Invest in brand to drive growth

Invest in food, menu development and marketing to drive topline growth. The Group has defined a multichannel marketing strategy to drive awareness, conversion and loyalty.

Invest in team and tech

Driving growth through investment in people and technology. Utilise digital kiosks and other recent tech projects to drive sales and efficiencies. The Group is backed by a strong Board of Directors, strengthened management team and places culture, people DE&I at the core of its business.

Double down on franchise

Leverage successful existing franchise relationships and explore further partnerships. We partner with Select Service Partners Limited (“SSP Group”), Compass Group UK & Ireland and Eathos to franchise the Tortilla proposition across UK transport hubs and universities, and in the Middle East. We also recently acquired franchise sites from Fresh Burritos in France.

We now have more than 10 franchise sites in the UK, 10 franchise sites in the Middle East, and 12 in France, and 1 in Korea.

Develop brand internationally

Explore the unique opportunity to consolidate and own the cuisine across Europe. The Group executed on the first step of this strategic pillar in June 2024, acquiring Fresh Burritos in France, which will act as a springboard in Europe. Tortilla is now the largest provider of fast-casual Mexican cuisine in the UK and Europe.