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    Creams Café Scoops Up the Best Menu Innovation (LTO) Award at the QSR Media UK Dynamic Yield Awards 2024

    Sam AllcockBy 3 Mins Read

    UK’s favourite dessert parlour, Creams Café, has won the Best Innovation – Limited Time Offer award for their ‘Winter Warmer’s range at the QSR Media UK Dynamic Yield Awards on Tuesday, 21st May. The prestigious ceremony saw the crème de la crème of QSR brand and business leaders gather and share their opinions on the latest challenges and opportunities in the sector through a series of insightful panel discussions and speaking sessions. Creams has been recognised amongst the top brands, operators, and individuals who have brought outstanding innovation to the industry.

    Founded 16 years ago, Creams has become a household name, known for creating delicious desserts using only high-quality ingredients with an exceptional approach to product innovation. By leveraging their expertise to reinvent classic desserts and introduce new flavours, the NPD team is consistently bringing joy and delight to their customers with delectable new treats.

    Everett Fieldgate, CEO of Creams Café, says: “From the team at Creams, we want to pass on a massive congratulations to each of the evening’s winners. We are so honoured to be recognised amongst such incredible brands.

    Our goal has always been to bring new and exciting moments of joy to everyone who steps foot into one of our stores, which is why when we create new desserts, we always have our customers at the heart of our innovation process. When developing our Winter Warmer range, we wanted to create a range of products which were specifically designed to satisfy customer’s sweet cravings in the winter months, fulfilling our goal of changing the narrative of Creams being solely a summer destination. Coming first in the Best Menu Innovation, LTO category at the QSR awards is a true testament to the team’s hard work and dedication to innovation as a key component of our success”

    Philippa Charlton, Editor of QSR Media said: “Congratulations to all the recipients of the QSR Media UK Dynamic Yield Awards 2024! Your unwavering dedication to innovation and customer satisfaction sets a remarkable standard for the industry. We are proud to showcase your achievements and look forward to witnessing your continued success.”

    The process of creating new products at Creams is centred around the customer experience and insight. In such a competitive market, being able to adapt and innovate quickly is one of the best skills Creams has. While the winter months have historically seen a slower foot traffic in Creams stores, the team utilised this opportunity to create its first winter-specific hot desserts, driving customers into their local Creams. As a result, Creams has successfully shifted the perception of customers from being just a summer hotspot to becoming a popular dessert destination year-round.

    The awards programme was held in conjunction with the QSR Media UK Dynamic Yield Conference & Awards.

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    Sam Allcock is a seasoned journalist and editor with a deep passion for the culinary arts. With over two decades of experience in the world of food writing, Sam has become a distinguished voice in the industry, renowned for his insightful reviews, engaging storytelling, and unwavering commitment to highlighting the finest in gastronomy. As the Editor-in-Chief of Feast Magazine, he leads a dynamic team dedicated to exploring the diverse and ever-evolving culinary landscape. Sam's journey into food journalism began with a childhood fascination for cooking, inspired by his grandmother's kitchen where he first learned the magic of blending flavors and crafting delicious meals. This early love for food led him to pursue a degree in Journalism from the University of Leeds, where he honed his skills in writing and developed a keen eye for detail. Throughout his career, Sam has traveled extensively, tasting and documenting cuisines from around the world. His articles are known for their rich, vivid descriptions and his ability to convey the cultural contexts of the dishes he explores. Whether it's a hidden gem in a bustling city or a traditional dish in a remote village, Sam's work brings the reader right to the heart of the culinary experience. Under Sam's leadership, Feast Magazine has flourished, earning accolades for its in-depth features, exclusive interviews with top chefs, and comprehensive guides to the best dining spots. His editorial vision emphasizes sustainability, innovation, and authenticity in the culinary world, ensuring that the magazine not only entertains but also educates and inspires its readers. Beyond his professional achievements, Sam is an advocate for food education and sustainable practices. He frequently participates in panels, workshops, and community events, sharing his expertise and fostering a greater appreciation for the art of cooking and the importance of ethical food consumption. In his free time, Sam enjoys experimenting with new recipes, exploring local farmers' markets, and hosting dinner parties for friends and family. His personal blog, where he shares his culinary adventures and recipes, has a loyal following, further cementing his status as a trusted authority in the world of food. Sam Allcock's dedication to his craft and his genuine love for all things culinary make him a pivotal figure in food journalism, continuously inspiring and delighting food enthusiasts around the globe.

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