Sim Trava Group has snapped up 21 Costa Coffee stores from Sheffield-based QFM Group, ending QFM’s 18-year run with the chain. The deal marks a bold step in Sim Trava’s expansion strategy as it solidifies its grip on the competitive UK coffee market. With this move, the company now operates 79 Costa Coffee outlets nationwide, tightening its position as the next-largest Costa franchisee behind Scoffs Group, which runs 110 stores. The acquisition aligns with Costa’s recent launch of a modernized store design, including a revamped London flagship on Great Portland Street. Coffee culture has transformed into global social hubs beyond mere caffeine access.
Terms of the deal weren’t disclosed, but Sim Trava thanked QFM staff for a smooth shift.
The acquisition enhances Sim Trava’s store count from 58 to 79, with most locations clustered in Northern England. It’s a clear play to outmaneuver larger rivals in a sector dominated by Costa, the UK’s biggest coffee chain with over 2,670 outlets.
Sim Trava’s growth comes as Costa—owned by Coca-Cola—pushes a brand refresh, including modernized stores and digital self-service kiosks. Despite slower growth for Costa in recent years, Sim Trava’s bet aligns with its plans to expand alongside real estate partner Savills.
QFM, which once ran 21 Costa stores, will now focus on its KFC, Taco Bell, and Dunkin’ UK franchises. Meanwhile, Sim Trava aims to integrate the new stores into its operations without disrupting service.
Staff retention and knowledge-sharing with QFM’s regional managers played key roles in the handover. The group, which started as a family business in 2004, now employs over 700 people but still emphasizes its “core values” and tight-knit culture. Founders Simon and Tracy continue steering its direction.
Sim Trava’s initial Costa Coffee store opened in Northwich in 2005, and the latest deal deepens its presence across the North. The 21 stores are mostly in the same region, helping the group dominate locally.
It’s a calculated push against market competition from both established chains and franchise peers. The move reflects broader industry trends where scale and regional strength often trump solo plays. The acquisition underscores industry consolidation trends reshaping the UK’s food and beverage sector. For now, Sim Trava’s focused on steady growth—one coffee cup at a time.
