Birds Bakery is preparing for an ambitious and transformative 2025 whilst reflecting on a year of achievements.
The business, which operates a chain of 61 stores across the East Midlands, unveiled plans to introduce new products, continue its rebranding efforts, and invest in both technology and staff development to enhance its customer experience and operations next year.
Its first-ever range of French pastries will debut in January 2025, starting with a reimagined cinnamon bun made with a flaky, buttery croissant pastry and topped with a new cinnamon icing. Birds noted that the innovation has been carefully developed throughout 2024 and replaces the previous hybrid Danish-croissant recipe.
“The new cinnamon bun represents our dedication to crafting high-quality products that resonate with our customers,” commented Jamie Bird, director of strategy at Birds Bakery. “It’s a perfect example of how we’re constantly developing our products with the desire to always get better.”
Since first being unveiled at its new shop in Ashby-de-la-Zouch at the start of the year, the bakery’s ‘vibrant spring green’ rebranding has been gaining momentum with three new-format stores opened, nine existing locations refreshed, and its delivery fleet resprayed. This work will continue into 2025, it confirmed, including further investments in store design, new locations, and delivery partnerships.
“Everyone who is a part of Birds, whether that’s in the bakery or the stores, has the same quality and care for the customers,” added Bird. “We want every interaction to continue feeling comfortable, convenient and innovative whether that’s visiting a store or shopping online.”
Significant efforts have also been made during 2024 to strengthen product availability throughout the day and expand the breakfast, lunch, and treat ranges, catering to the increasing demand for convenient, on-the-go options. In September, it extended opening hours at around two thirds of its stores to include Sundays, as well as launching new lunch options such as a vegetarian lemon & herb hummus with a crunchy slaw multiseed baton and a Belgian chocolate brownie with sweet honeycomb pieces and a drizzle of golden chocolate.
Birds revealed it has prioritised connecting with its customers, hosting its first-ever tasting day to gather feedback and insights. These initiatives have helped the business develop in these areas and keep the bakery grounded on its journey, it added.
As it moves into 2025, Birds confirmed it will maintain a focus on its key “BLT” mealtimes – Breakfast, Lunch, Treat – along with sustainability initiatives, and leveraging technology to improve customer experiences. It noted investments in IT systems will help streamline operations and support the recent transition to seven-day trading. The company is also placing a strong emphasis on colleague development, ensuring staff at all levels have opportunities to grow and succeed within the business.
The director concluded that 2025 was “set to be an exciting year” for Birds Bakery. “We are more focused than ever on delivering exceptional experiences, innovating our product range, and continuing to be a cherished part of the East Midlands community,” said Bird.
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