Manchester-based Costa Coffee franchise partner Sim Trava has appointed Marc Talbot as its first-ever Chief Executive Officer, marking a significant leadership milestone as the company accelerates its growth strategy across the UK.
Founded in 2004 by Simon and Tracy Vardy, Sim Trava is today one of Costa Coffee’s largest franchise operators, managing 80 licensed Costa Coffee stores across the UK, predominantly in northern England. The appointment comes a year after the company expanded its estate by acquiring 21 Costa Coffee stores from QFM Group, strengthening its presence in the country’s branded coffee shop market.
Talbot joins Sim Trava after serving as HSBC UK’s Franchise Director, bringing extensive experience in franchise finance, business development and multi-unit retail operations. His appointment reflects the franchise group’s ambition to professionalise its leadership structure and support its next stage of expansion.
The move also underscores the growing importance of franchising within Costa Coffee’s UK growth strategy. Approximately 44% of Costa Coffee’s 2,700-store UK network is operated by franchise partners, making experienced multi-unit operators increasingly central to the brand’s expansion plans.
Sim Trava has built its business exclusively around the Costa Coffee brand since opening its first licensed outlet in Northwich in October 2005. A major turning point came in June 2022, when the company acquired 17 company-operated Costa Coffee stores in a landmark transaction backed by a £7.1 million funding package from HSBC. The deal marked the first time Costa Coffee had sold existing company-owned stores directly to a franchise partner, highlighting the confidence placed in Sim Trava’s operational capabilities.
Today, Sim Trava ranks as Costa Coffee’s second-largest UK franchisee, behind Essex-based Scoffs Group, which operates more than 110 Costa Coffee stores nationwide. While most of Sim Trava’s portfolio consists of high street and shopping centre cafés, the company has also expanded into the fast-growing drive-thru segment, currently operating around half a dozen drive-thru locations across Blackpool, Chorley and Preston.
The leadership appointment aligns with Costa Coffee’s wider investment in its UK estate. The Coca-Cola-owned coffee chain recently celebrated the opening of its 400th UK drive-thru, with plans to launch 40 additional drive-thru locations by the end of 2026. Costa has also expanded its partnership with property adviser Savills to identify new high street and shopping centre opportunities as it resumes outlet growth following two years of relatively flat expansion.
Globally, Costa Coffee operates in 45 countries, with more than 2,800 coffee shops across the UK and Ireland, over 1,100 international stores, and an extensive Costa Express self-serve network. Since its acquisition by The Coca-Cola Company in 2019, the brand has continued to strengthen its franchise-led expansion strategy alongside company-operated growth.
Although no official press release containing executive quotes had been issued at the time of reporting, Talbot’s appointment signals Sim Trava’s intention to strengthen its leadership team as it pursues further acquisitions and organic expansion within Costa Coffee’s UK franchise network.
