Pasty firm starts concept store roll-out

West Cornwall Pasty Co will open West Cornwall Food Co stores nationally ‘in the coming months’, following a successful inaugural trial in Canterbury.

The brand’s second West Cornwall Food Co store has opened in Chichester, West Sussex, after a report released by the company showed sales in the Canterbury site were up 50% on 2015.

The Canterbury store was designed to trial a new ‘everyday’ concept based around St Just, the brand’s own organic Fairtrade coffee range. In addition, it has introduced a new range of freshly-made sandwiches, alongside new cakes, doughnuts and cookies. PGI status Cornish pasties have taken a central positioning instore.

The company recently launched a gluten- and dairy-free Everybody Pasty, available instore and via a pre-order store hotline.

The concept store is designed using materials and fabrics to remind customers of the brand’s Cornish heritage and “commitment to provenance”.

Chris Peck, executive chairman for West Cornwall Pasty Co, said: “The results of West Cornwall Food Co in Canterbury speak for themselves. It was an important high street test site for us, which has proven, from the start, that the formula works. We are planning a roll-out across selected UK high streets over the coming months.”

Earlier this year, West Cornwall Pasty Co recorded and LFL sales increase of 20% for the year ending 31 March 2016.

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