The new owners of West Cornwall Pasty Co have seen like-for-like (LFL) sales growth of 6% in the year since they took over, it has been revealed.

The company, which was brought out of administration in April 2014 by Enact, a £7.5m fund by the private equity house Endless, has since embarked on a “re-engagement strategy”, which it claimed was now seeing results. Part of that process has been a “creative overhaul” of the brand’s identity to improve consumer perceptions, said West Cornwall Pasty Co.

The chain is also currently exploring opportunities into other sales channels complementary to its existing channels, which already include railway stations, motorway service stations, sports stadia, outside events and tourist high streets.

Executive chairman Chris Peck told British Baker: “Adopting a creative fast-track engagement programme has proven to be a dynamic and fruitful journey over the past 12 months. We are committed to establishing a connection and educating our expanding audience through innovation in store interior, product message and customer communications to further instil commitment to and confidence in the West Cornwall Pasty Co brand.

“We have successfully implemented an exciting creative strategy and have navigated into a position to be able to announce that the business is on a stronger commercial and financial footing than ever before.”


Brand and product innovation is also being supported by ongoing interior and exterior overhauls of high street shops and travel hubs during the next 24 months. The company has also designed a Raging Bull pasty, which has been fronted by celebrity sportsman and winner of the BBC Masterchef title Phil Vickery. The company also launched its own St Just coffee brand.

Peck added: “By transforming our shops and kiosks into environments that are aesthetically pleasing, welcoming and focus on ease of service, we have new appeal to the commuter, family and high street shopper. We are able to exceed expectations on all levels through new brand messaging, which reminds our customers of our strong Cornish heritage, commitment to provenance matched with quality and value. Our refurbished shops have been very well received and are testament to our approach to bringing West Cornwall Pasty Co in line with leading high street names.”