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Jun 2, 2015 4:01 PM ET

Archived: Filmore & Union: the concept is built upon the ever-growing health conscious consumer

iCrowdNewswire - Jun 2, 2015

Filmore & Union

Established in 2011 after identifying a gap in the health food market within the North of England. Filmore & Union are now operating at seven locations serving pure, natural and wholesome food both to eat in and take out. With a Central Production Unit (CPU) to maintain consistent quality and contributing to a turnover in 2014 of £3.145 million.


The Idea

The Filmore & Union concept is built upon the ever-growing health conscious consumer. Currently located across the North of England, Filmore & Union provides pure, natural and wholesome food. Here at Filmore & Union we believe in using whole foods that are packed with nutritional value, as opposed to sugar laden, processed products. Filmore & Union was founded on the idea that true health means making the best decisions for your body so you can live a healthier, happier lifestyle full of nutrient dense food to help your body support you.


‘If you are looking for an energy boost or a delectable healthy meal, look no further than Filmore and Union…If you are wanting to feel good and energised after a meal, Filmore & Union is your place to be’ – Tina G


The Story

Filmore & Union was founded in 2011 by Adele Carnell a former wellness clinic owner and Will Pugh a Michelin trained executive chef.

Born out of frustration at the lack of high end healthy eating choices on the hight street, the pair set out to create a chain of restaurants, cafes and a health-to-go range that provide a menu full of choices for intolerances whilst been free of preservatives and additives.

During a visit to San Francisco in 2010, Adele visited a number of inspiring restaurants, cafés and deli’s particularly on Union Street and Fillmore Street which is where the vision for Filmore & Union began.

After many months of research and product development the first Filmore & Union restaurant opened in March 2012 in York City Centre.

Since then 6 more sites have followed and Filmore has continued to grow in strength as a business.

They are striving to be the ‘go to’ destination catering for all dietary intolerances without compromising on choice or quality. All food products are made in house using locally sourced, natural ingredients. This, along with buying in centrally enables Filmore to have complete control over product purchasing and costs.


Achievements to date

Filmore & Union are now operating from seven sites in the North of England. In 2014 Filmore & Union founder Adele invested £807k into the company for a new CPU, warehouse and head office.

The management infrastructure which is in place enables real time support and financial monitoring in readiness for future expansion.

Having designed and implemented a senior management, barista and front of house training programme which maximises sales, gross profit and maintains high standards throughout the company enabling promotion and development organically.

Filmore & Union’s Michelin Star trained Executive Chef is responsible for the development of all their menus and retail products and for sourcing local, organic suppliers.


The Market

Our marketing strategy is to become the leading healthy eatery in the North of England.

The health food market which incorporates allergen-free and organic foods will push through the £555m (€770m) mark for the first time in 2017 as consumer interest in preventing illness via foods snowballs according to Euromonitor International.

In relation to the ever-growing trend of a Gluten Free diet, The Guardian newspaper reported that:

‘Last year in the UK, sales of gluten-free products reached £184m, up 15% from 2013. A report by Mintel found 15% of households were avoiding gluten and wheat – more than half because they believed it was part of a healthy diet’


‘I had the most beautifully presented and tasty breakfast I have ever had. The staff know their products and endorse them with enthusiasm and commitment’ – Fiona


It appears that the trend of a Gluten Free lifestyle doesn’t show signs of flopping any time soon as stated by The Coeliac Society:

‘This trend has been really solid, we just keep seeing more and more growth, and it’s a worldwide phenomenon.’

Whilst Filmore & Union recognise that to buy specialist Gluten Free ingredients i.e. Quinoa, Gluten Free flour and Buckwheat is more expensive than your everyday ingredient, they select their target market and identified expansion locations carefully within the more affluent market towns and suburban areas with limited competition. Their targeted consumer market is the health conscious individual who would be willing to pay that bit more for a fresh, high quality, preservative and additive free product.

Filmore & Union are creating a pure, natural and wholesome brand which the food market needs in the North of England and investors are increasingly buying into as proven by brands such as Innocent.


‘What I found in Filmore & Union is somewhere that ticks all the boxes that I try and find; delicious first and foremost, freshly prepared, healthy, and served by people who a) have a clue what they’re talking about, b) care, and c) take the time to have a bit of a chat and interact with the customers (where it’s welcomed – and in my case it definitely was)’ – sn_ridley


Market Segmentation

  • Filmore & Union’s identified locations are situated in busy towns, including the tourist hotspots York and Skipton which we chose because our research showed these were affluent and suburban areas with health conscious consumers.
  • From our research there are currently minimal health inspired restaurants/cafes located in these areas and nothing that involves niche ingredients that can be seen to be purely beneficial to a healthy lifestyle. This is seen across the many areas that Filmore & Union have identified as locations for expansion.
  • The target market audience varies from the health conscious to lunching mothers, from older generations who recognise quality to the younger generations who are immersed by brand identity.


“Filmore & Union in York is our favourite place for coffee, fresh juices, cakes and now dinner too! Just got home from dinner there for my birthday meal. The dining experience from start to finish has to be the best. They went all out to make the evening very enjoyable. The staff are very helpful and knowledgeable. The steak has to be the best I’ve ever had. Well done Filmore & Union – we will definitely be back soon!” – Grant

Contact Information:

Adele Carnell
Will Pugh
Andrew Carnell

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