Entrepreneur Spencer Craig launched Pure in 2004 having worked in business development for recruitment firm Freshminds for three years.
The aim was to set-up an eatery in central London with an on-site kitchen which could cater for both passersby and busy workers in the capital who never had a chance to run out for food.
This led to Pure differentiating from most of the other healthy eateries in the capital by offering a delivery service directly to the offices of time-conscious workers.
11 years down the line and Spencer has continued to see Pure grow from a single store in Soho into a chain boasting eight stores in London's West End and the City.
And this unprecedented growth hasn’t gone unnoticed. Earlier this month, Costa Coffee owner Whitbread gobbled up a 49% stake in the chain for £6.8m and outlined ambitious plans to roll-out the brand across the country.
Speaking on the investment, Alison Brittain, Whitbread chief executive, said: "It's vital that Whitbread has its finger on the pulse of consumer trends and that we innovate with new formats and concepts. I see considerable opportunities to grow the brand."
Spencer, founder and managing director of Pure, added: "We're growing fast and have plans to open more shops over the next three years.
“With Whitbread's backing and support we are looking forward to sharing our food with many more people and injecting further pace into building the Pure brand and expanding our network of shops."
As part of the deal, Whitbread has the option to buy the remaining 51% stake within five years.
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