East Midlands chain Birds Bakery has donated £95,955 to charity since the beginning of 2023, while continuing to roll out a brand refresh across its retail estate.
Several organisations were the beneficiaries of Birds’ donations, including £63,123 given to Mind Derbyshire/Nottinghamshire, £18,500 to the Turkey & Syria Appeal, and £800 to the Poppy Appeal.
In May, the company supported National Doughnut Week by selling a limited-edition Double Chocolate Doughnut featuring a crème pâtissière filling with toppings of chocolate fondant, Belgian white chocolate, and marbled chocolate curls at all of its 61 stores across the region. Birds channelled 25p from each doughnut sale to the 2024 edition of the annual initiative, which was once again was raising money for The Children’s Trust.
“We are incredibly proud of what Birds Bakery has achieved in the past year with charitable contributions,” commented Lesley Bird, chief operating officer of Birds Bakery.
“We’d like to extend our heartfelt gratitude to our loyal customers for their unwavering support, as our continued success would not be possible without them. Our commitment to giving back to the community will remain strong as we move into 2024 and beyond,” she added.
The bakery business also revealed it will be supporting Cancer Research UK in the coming year.
As part of its ongoing update to its shops across Leicestershire, Nottinghamshire, Derbyshire, and Staffordshire, Birds reopened its Burton-upon-Trent location last week with a brand-new look. Having been closed for just under two weeks, the revamped store now offers more space for customers and the ‘vibrant spring green’ branding which was first debuted in January.
Birds said the new shop also showcased distinctive elements including elegant displays and clear product segmentation, noting that it created ‘a warm and welcoming environment for all visitors’.
Jamie Bird, strategy director of Birds Bakery, called the Burton-on-Trent upgrade as a “significant milestone” in the company’s rebranding journey, which together with investments in its food-to-go offering was helping to increase turnover – a 15.1% rise in revenue was reported for 2023.
“We are incredibly excited to bring our fresh look to this vibrant community. The new space will not only reflect our heritage but also our forward-looking vision to provide an exceptional bakery experience,” he said.
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