London sandwich chain Benjys has made its first foray outside London with the opening of two new branches in Birmingham.
The second of the two opened at the Paradise Forum on Monday following a store in the Ramp area of Birmingham last week.
Emma Rickwood, who runs the chain with her husband, Ian, said Benjys intended to open at least 15 outlets by March 2004 at a cost of £4m, which would create 300 new jobs on top of the 700 already employed in making and selling sandwiches.
This year Benjys will concentrate on major city centres between London and Birmingham, including sites in Cambridge, Oxford and Reading. It will move northwards to Manchester from the start of next year.
Benjys will also be building more stores in London, where it currently runs 53 branches. "There are still lots of sites to go for," said Emma. "We are primarily in the City and West End at the moment." Bromley, Bluewater, Camden and Islington are all on the chain's wish list.
Benjys was set up 15 years ago by Paul and Ken Benjamin and was bought by the Rickmans in August 2000 when it was 32 branches strong. The Rickmans had spent the previous four years setting up 12 Subway franchises in London.