Upmarket burger brand Muddy Boots is on the hunt for standalone stores after it turned down a deal with Tesco to launch in its stores.
Muddy Boots turned down the opportunity to launch an eponymous chain of butchers shops in Tesco. The UK’s largest retailer is looking to fill space in some of its largest stores.
Founders Miranda and Roland Ballard plan to open the first in a chain of stores in Crouch End, London in February 2014, The Telegraph reported.
The duo plan to open 10 stores over the next six years.
Muddy Boots burgers are stocked in 100 Waitrose stores and the company said the number of items sold through Ocado had grown rapidly this year.
Miranda Ballard said: “Tesco would mean quick brand recognition but would it be the right kind of recognition?
“We use top end, high quality, British beef. And while we wouldn’t have compromised quality, everyone we spoke to said that listing in Tesco would make them see us differently.”
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