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Telford Little Dessert Shop attracts crowds

Telford entertainment | Published:

Queues were forming outside the door as a Midlands phenomenon celebrated opening its first shop in Shropshire.

Staff members Shafaq Zahid, left, and Nafeesa Bi with Amberlea Brown who was celebrating her 10th birthday in the new shop

The Little Dessert Shop has proven hugely popular in Wolverhampton, Stafford, Bloxwich and West Bromwich – and now it has opened in Central Square at Telford Shopping Centre.

The venture was opened on Thursday without any formal announcement – and it's been absolutely packed ever since.

Manager George Simyonidis said: "Everything has been great, we've had a terrific launch and people seem to have loved it.

"The Little Dessert Shop was already known and loved in Telford. There's been a massive queue and the telephones are ringing all the time.

"It's been much busier than expected. The good thing is we've had people from Little Dessert head office to advice and help.

"We're thinking of opening other franchises in the Telford area, so we'll see."

George said that the secret to the stores success was always coming up with new creations to keep people coming back.

It's certainly been effective – when the the first branch of the Little Dessert Shop opened in Wolverhampton two years ago, crowds would regularly gather outside as people waited for tables to become available. Today there can still be waits of up to an hour to get a table at the 70-seat restaurant.

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"Everybody likes sweets and chocolates and Little Dessert get that, and all of their creations are brilliant," George said.

"One of the main things that makes us successful is that they have always come up with new creations. They change the menu very often – it helps to keep people excited."

The shop is currently on limited hours while staff complete their training, running from 11am until 6pm. They expect to lengthen their hours over the coming weeks.

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