World’s First Gluten Free Fast Food Chain Approaches Launch
Sonny Wells reveals to A Gluten Free Podcast what motivates the UK startup Sonny’s Food
Hey Gluten Free Fam,
We recently had the pleasure of having Sonny Wells on Episode 188 of A Gluten Free Podcast to talk all things Sonny’s Food. The UK-based startup is quickly gaining global attention as the world’s first 100% gluten free fast food chain.
While Wells is still on the journey to achieve his funding goals prior to an official launch, the British entrepreneur already has momentum. By grabbing the attention of Virgin and Richard Branson, the sky’s the limit for Wells and his ambitious gluten free food chain.
Following his own harrowing coeliac journey and encountering obstacles along the way, we’ll find out the inspiration behind Sonny’s Food, where the idea is now and where the franchise is heading in the future.
Let’s go!
A Simple Mission: Bring Gluten Free Customers Together
After a long and painful coeliac journey that began in his teenage years, Wells is perfectly placed to empathise with the struggles gluten free customers have. The idea behind the startup chain Sonny’s Food is simple: provide an easy and convenient meal choice for people with this dietary requirement.
“Sonny's is a gluten-free fast food chain, and the mission for me is allowing people to eat safe food on the go again,” Wells told the podcast. “On the other side of that is to be able to eat together. I think that's the biggest thing. I've had (coeliac disease) for 12 years. Eating on the go is a nightmare. That was the biggest issue I've found.”
Addressing the Gluten Free UK Market Gap
Sonny’s Food boasts a menu rich with gluten free toasted sandwiches. Image: instagram.com/sonnys_food
A key driving force behind Wells and his determination to achieve his goal is to address a fundamental gap in the market. With recent figures from Coeliac UK indicating approximately 13% of the domestic population are gluten free, the entrepreneur understands not enough local establishments cater to coeliacs and gluten free consumers.
“What frustrates me at the moment, especially in the UK, you'll see vegan (and) vegetarian options popping up everywhere,” Wells explains. “Even the big fast food chains, there'll be a vegan or vegetarian option, but it's not a gluten free one… It is because of cross-contamination. That's the big issue.”
Wells would have an epiphany from an unlikely source, experiencing a motivational talk from Think Like a Monk author Jay Shetty. His own background in property might not have seemed the best fit to lead such an endeavour, but after years of studying and creating a business plan, the pieces are starting to fall into place.
“No one else is doing it, I'm going to do it,” Wells proclaimed. “That was about two years ago that I had that decision to go, right, this is it now… I know what I'm destined to do - that is to help millions of people.”
Beating the Cultural Cringe
If there is one soft factor which could turn off a percentage of the public, it’s the idea of gluten free food being compromised and inferior to their gluten-containing alternatives. From Wells’ perspective, he understands the issue is all in the messaging.
“As soon as you hear the words gluten-free, dairy-free or vegan, people turn their noses up,” he told Ben. “Literally people get put off by it. We're not actually going to advertise on the front of our store that it's gluten-free, (but) everything can be made dairy-free, and it's nut-free.”
As far as the British native is concerned, the proof is in the eating. “We've made it taste absolutely incredible, so there's no lack of flavour or taste… It's going to appeal to everyone.”
Quality Sandwich Options Back on the Menu
Thanks to a number of establishments who focus on gluten free burgers, Wells believes there is another menu option being overlooked: gluten free sandwiches. After completing a series of surveys to gauge public sentiment and opinion, this is going to be a cornerstone of the chain.
“It's gonna be toasted sandwiches, fries and milkshakes,” Wells said of his menu. “Everyone can eat together, it's all safe on the go, and you haven't got that risk or that worry and that anxiety that you could be ill, but you're able to eat it with everyone else. You feel normal again. That's what I'm trying to achieve.”
“We’re solving a problem. We’re not just opening another sandwich shop”
By crafting a breakfast and lunch menu packed with toasted selections and plenty of flavour, Wells revealed a kid’s menu is currently in development, with a focus on nutritional balance rather than processed food offerings.
Helping Dairy-Free and Nut-Free Customers
With a partner who lives with a severe nut allergy, Wells recognises another corner of the market that deserved attention. Embracing a menu packed with nut-free and dairy-free meals and drinks, no one will feel left out.
“We're going to make everything dairy-free, everything nut-free,” Wells said of his Sonny’s Food plans. “It still tastes absolutely incredible, and then everything can be made dairy-free to cater to those people too.”
Virgin, Richard Branson and Seeking Angel Investment
As lofty as these targets are for Wells, he knows his gluten free fast food chain dream cannot be realised without serious financial backing. With expertise in sales, Sonny’s already raised close to half the capital needed to make launch possible.
Sonny Wells with Simon Squibb and Virgin founder Sir Richard Branson. Image: instagram.com/sonnys_food
Before a single door has opened, there have been franchise requests from Europe and Australia to join the cause. Yet it would be a 60-second doorbell pitch made to investment guru Simon Squibb which changed everything.
“I won something called the Elevator of Dreams in the UK,” Wells said. “That was incredible. There's a guy called Simon Squibb who partnered with Virgin. Squibb goes around and (asks), ‘what's your dream?’ to people and he helps with that.”
Garnering the attention of a Virgin-partnered figure like Squibb would be just the beginning, as millions of others in the investment community engaged with the concept. “There's this massive gap in the market that we are going to fill,” Wells said of his doorbell pitch. “We're solving a problem. We're not just opening another sandwich shop.”
If that wasn’t enough excitement, he was able to meet the Virgin founder and owner himself to build further momentum.
“Because he partnered with Virgin, I actually had the privilege of meeting Sir Richard Branson. That was absolutely amazing,” Sonny recalled. “He's had a family member recently (who) has definitely got to avoid gluten moving forward… He fully understood (the pitch) and was really interested. That was amazing.”
What a Gluten Free Chain Would Mean
For Sonny, this ambitious startup idea means so much more than just reaching commercial and financial success. Given the stakes involved for those living with coeliac disease, and the cost and pain for people who try and regain their quality of life, a delicious breakfast and lunch option made available in this market would be a genuine game-changer.
“The amount of love I've had and the amount of messages from parents with kids that are gluten free,” recalled Wells, “or anyone that's coeliac, or family members (and) friends that have seen the struggle, they've reached out (to say), ‘Oh my god, this is the best idea in the world,’ which is always nice to hear.”
Listen to the full interview with Sonny Wells and Ben in Episode 188 of A Gluten Free Podcast right here. The discussion explores the motivation behind Sonny’s Food, what makes the fast food chain 100% gluten free, his life and diagnosis with coeliac disease, navigating UK food subsidies, building the brand, angel investment outreach and more.
You can connect with Sonny’s Food through a number of different platforms. These include:
