Rebranding boosts Cornish pasty firm

Warrens Bakery
Warrens Bakery has seen positive effects from its company-wide rebranding programme
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Warrens Bakery, the Cornwall-based 50-strong chain, has revealed that retail sales and wholesale have jumped following a rebranding programme. 

The company, the oldest Cornish pasty maker, has reported that first-quarter retail trading since its year-end in June is up 8% against the same period in 2014, while wholesale has jumped 14%.

Jason Jobling, director and chief operating officer, put the increases down to some changes in customers having benefited the wholesale business and having “totally adapted” the retail side to the tune of £725,000.

Of 50 shops, 41 have been rebranded in the last two years, with the remaining nine on track to be completed by February.

Jobling said: “Production is up, retail is up, wholesale is up. We have good trading at the moment and confidence in the business. We have looked at [the business] over the last three years and, done a rebranding programme, been ruthless on product lines and looked at margins – retail-focused rather than bakery-focused.”

The retail rebranding has included a new logo, new shopfronts and new layouts inside as well as new counters, lighting, POS and a greater focus on product. There has been a big push on staff training as well.

Already in Devon and Somerset, Jobling said the brand would be looking at “at least” three openings next year, with London a potential location. In January, chairman Mark Sullivan told British Baker he could see as many as 50 shops in London, as well as taking the brand north and east.

The bakery won £1.6m of funding through Santander’s Breakthrough Programme, which it is using to rebrand its shops.

It is also a finalist in the Baking Industry Awards 2015 in the Craft Business Award, sponsored by Dawn Foods. The awards ceremony will be held on Wednesday 9 September at the Park Lane Hilton, where the winners will be revealed.

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