Esquires is to open in Tunbridge Wells before the end of August, the chain’s management has said.
Advertising hoarding has been erected outside the shopfront on Mount Pleasant Road, in the former India Jane unit. This states their pledge to be ‘not another coffee shop’.
The exact opening date is still to be confirmed. It is later than the original brief which said it would open before the end of June, but sources told the Times it would be ‘around three weeks’ from now.
Esquires operates in 36 locations, each with a menu specially chosen to suit the town it is in.
The company also commits to buying in local produce for sandwiches, snacks, coffee, tea and cake on offer.
Relief
A unique selling point is their pledge to stand out from the crowd. This will be put to the test in Tunbridge Wells where several big name coffee shops are within walking distance.
Doug Williamson, Managing Director, said: ‘It’s not easy competing with Costa, Starbucks and Caffe Nero…so we don’t. We at Esquires recognise that we are not a big, deep pocketed high street brand.
‘When the residents of Tunbridge Wells visit Esquires they will feel the same way the community in our recently opened Putney store felt, which was a sense of relief.
‘We will create a special place. We are not another coffee shop, we are better.’
