The West Cornwall Pasty Co is to open a further 15 outlets in the next 12 months, as well as refurbishing 25 of its existing shops.
The firm now has 57 company-owned shops across the UK, from Brighton to Glasgow, and is hoping to grow the brand to make it "more nationally recognised".
David Howarth, commercial director, said the refurbishment won’t just mean a lick of paint. The company is to change the layout of the shop to create more space and seating for customers. "It will enable us to cater for our customers and, hopefully, enjoy a higher turnover in those shops," said Howarth.
In terms of the new shop locations, he said the company "probably won’t go further north than the M62 corridor", due to the feasibility of distribution. Howarth explained that next year’s budget was in place, and the company had the funding available for the new shops and refurbishment project.
In October last year, the firm moved to a new HQ, based down the road from its existing one in Long Crendon, near Oxford. "It has given us two-and-a-half times more storage, office and freezer space and a base for growth," said Howarth.
The company recently introduced new products to the menu, including a salmon pasty, and has changed its traditional steak and ale pasty to a steak and St Austell Ale pasty, using St Austell Tribute Ale. "We’ve also tried to enhance our breakfast offe-ring and we’re now doing a Cumberland sausage roll, as well as chunky baked potato wedges," explained Howarth.
l In British Baker’s recently published Top 50 Bakery Retailers table (16 January issue), West Cornwall Pasty Co were incorrectly listed as being in 28th place with 35 shops. However, the company currently has 57 shops.