Budgens favours greater bakery selection in new concept stores

L-R: Christoper and Lewis Freeman by the bakery display in Crouch End Budgens
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Budgens has added its first patisserie counter to its third concept store following a major refit.

The store at Crouch End, North London is the third of Budgens’ concept style, following last year’s openings at Broadstone, Dorset and Byfleet, Surrey, which all have a heavier focus on bakery. This has resulted in bread and cake sales increasing by 25% at Broadstone and 17% at Byfleet.

The in-store bakery offer at Crouch End is “comparable” to that at Broadstone, which features a 2.5m-long double-sided bakery counter. The site also exhibits Budgens’ first patisserie counter, which offers six types of eclair, tarts and macaroons among more.

In addition, the store offers a “shop in shop” by local bakery Dunn’s, run by Christopher Freeman, former president of the Craft Bakers’ Association. The baker has had a link-up with this Budgens store for around 10 years and, following the refit, Dunn’s now supplies it with 20% more product including a range of 20 breads. Additionally it has launched a new range of five sandwiches designed as requested by Budgens, but also stocked in Dunn’s bakery opposite the store.

They are so far selling well and fillings include a pastrami, emmenthal, gherkin and mustard on a light rye loaf (£3.29); homemade aubergine pâté on multiseed (£3.29); and pulled ham hock with Cheddar and piccalilli on a sourdough sandwich loaf (£3.99).

Around 10% to 12% of Dunn’s retail value sales come from its deal with Budgens, which is one of three supermarkets in the immediate area.

Freeman said: “Predominantly, we supply bread and seasonal goods such as at Christmas and Easter. We have a section of shelving around 2m long and all products are branded and sold at the same price as in our bakery.

“What we like about it is that it is just opposite us, so we can push the trolley down the road. It is very green with no food miles. We service the shelves and restock throughout the day topping up as necessary. Getting the order together takes one person most of the morning so that’s an extra job.

“The sandwiches are starting to go well. The actual fillings are different so we have incorporated them into our range.”

Dunn’s shuts at 6pm while Budgens is open until 11pm.

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