“Bakery is the new coffee shop” — Cornish Bakery founder, Steve Grocutt

“Bakery is the new coffee shop” — Cornish Bakery founder, Steve Grocutt

Founded in 1994, Cornish Bakery now has more than 50 outlets across the UK. Founder Steve Grocutt speaks to World Coffee Portal about why high streets present the greatest opportunities for growth, the importance of premium coffee and why bakeries are the new coffee shops.

How would you describe your current trading?

Steady. For the first time since the pandemic trading really feels quite normal – if we can all remember what that is!

Looking at our market segments, tourism boomed in 2021 then dropped in 2022 but remained ahead of 2019 levels. High streets are performing very well and above our expectations, with sales higher than the previous year. I believe high street stores provide our greatest opportunity for growth.

Additionally, our operations at the NEC exhibition centre in Birmingham are booming, which is really positive considering our sites there were closed for two years due to the pandemic.

Our expansion is primarily focused on high streets in quality towns and cities, with new stores set to open shortly in Bury St Edmunds and Truro and several more that will be announced soon.

In high footfall tourism locations, we are also set to open outlets in Bakewell and Whitby. To drive our expansion plans we now have two agents on a brief to find us the ideal buildings in the ideal locations.

  • “It’s very important to us that the coffee we serve is directly sourced and of the highest quality”

What prompted your recent rebranding?

The rebranding was driven by our corporate change in direction to more mainstream high street locations.

Our previous branding said: ‘Cross the threshold and you are in Cornwall wherever the bakery may be. You’re on holiday relax take some Cornish moments.’

The new branding is more ‘of Cornwall’ as it were, where we purposefully dialled down the brand and dialled up the bakery. The change is already delivering powerful results.

How important is coffee to a food-focused operator like Cornish Bakery?

Many trends changed during the pandemic, driven mostly by the domination of take-away sales. We now see most of our post-pandemic growth coming from coffee.

It’s very important to us that the coffee we serve is directly sourced and of the highest quality. Almost from the start we have worked with Union Hand Roasted Coffee and enjoyed the journey together.

I am delighted to see their success in achieving B Corp accreditation, winning the Queens Award for Enterprise and being the winner of the Best Specialty Coffee Roaster and Most Ethical Brand at the 2022 at the European Coffee Awards.

Additionally, there are team origin trips where our teams meet the farmers and cooperatives. The next trip is planned for May this year to Rwanda. These trips actively involve and engage our committed employees and help us all see the difference that Union makes in the world thanks to the way they source their coffee.

  • “We simply want to nourish our customers with the freshest possible quality food washed down by the best imaginable coffee”

How are you elevating the bakery experience?

In 2019 I would have been walking up and down high streets murmuring to myself: ‘Why are there are no quality bakeries here?’

I saw it as a big opportunity to offer the customer something different where the food was as good as it could ever be – made and baked in-store daily in ‘feature-kitchens’ by passionate teams.

Our vision is ‘to redefine what a bakery does and can be’, We see this as an open door to create a bakery that is different. We are not your local bakery to get your daily bread, in fact we do not even sell bread. We simply want to nourish our customers with the freshest possible quality food washed down by the best imaginable coffee. This is why my continual mantra is: ‘Bakery is the new coffee shop,’ and we continue to prove that every single day.

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Another part of our priority is adding protection for children while using the internet. We encourage parents and guardians to observe, participate in, and/or monitor and guide their online activity. Qahwa World does not knowingly collect any Personal Identifiable Information from children under the age of 13. If you think that your child provided this kind of information on our website, we strongly encourage you to contact us immediately and we will do our best efforts to promptly remove such information from our records.[:ru]Privacy Policy for qahwa world At qahwaworld, accessible from qahwaworld.com, one of our main priorities is the privacy of our visitors. This Privacy Policy document contains types of information that is collected and recorded by qahwaworld and how we use it. If you have additional questions or require more information about our Privacy Policy, do not hesitate to contact us. This Privacy Policy applies only to our online activities and is valid for visitors to our website with regards to the information that they shared and/or collect in qahwaworld. This policy is not applicable to any information collected offline or via channels other than this website. Our Privacy Policy was created with the help of the Free Privacy Policy Generator. Consent By using our website, you hereby consent to our Privacy Policy and agree to its terms. Information we collect The personal information that you are asked to provide, and the reasons why you are asked to provide it, will be made clear to you at the point we ask you to provide your personal information. If you contact us directly, we may receive additional information about you such as your name, email address, phone number, the contents of the message and/or attachments you may send us, and any other information you may choose to provide. When you register for an Account, we may ask for your contact information, including items such as name, company name, address, email address, and telephone number. How we use your information We use the information we collect in various ways, including to: Provide, operate, and maintain our website Improve, personalize, and expand our website Understand and analyze how you use our website Develop new products, services, features, and functionality Communicate with you, either directly or through one of our partners, including for customer service, to provide you with updates and other information relating to the website, and for marketing and promotional purposes Send you emails Find and prevent fraud Log Files qahwaworld follows a standard procedure of using log files. These files log visitors when they visit websites. All hosting companies do this and a part of hosting services' analytics. The information collected by log files include internet protocol (IP) addresses, browser type, Internet Service Provider (ISP), date and time stamp, referring/exit pages, and possibly the number of clicks. These are not linked to any information that is personally identifiable. The purpose of the information is for analyzing trends, administering the site, tracking users' movement on the website, and gathering demographic information. Cookies and Web Beacons Like any other website, qahwaworld uses 'cookies'. These cookies are used to store information including visitors' preferences, and the pages on the website that the visitor accessed or visited. The information is used to optimize the users' experience by customizing our web page content based on visitors' browser type and/or other information. For more general information on cookies, please read the Cookies article on Generate Privacy Policy website. 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Third-party ad servers or ad networks uses technologies like cookies, JavaScript, or Web Beacons that are used in their respective advertisements and links that appear on qahwaworld, which are sent directly to users' browser. They automatically receive your IP address when this occurs. These technologies are used to measure the effectiveness of their advertising campaigns and/or to personalize the advertising content that you see on websites that you visit. Note that qahwaworld has no access to or control over these cookies that are used by third-party advertisers. Third Party Privacy Policies qahwaworld's Privacy Policy does not apply to other advertisers or websites. Thus, we are advising you to consult the respective Privacy Policies of these third-party ad servers for more detailed information. It may include their practices and instructions about how to opt-out of certain options. You can choose to disable cookies through your individual browser options. To know more detailed information about cookie management with specific web browsers, it can be found at the browsers' respective websites. CCPA Privacy Rights (Do Not Sell My Personal Information) Under the CCPA, among other rights, California consumers have the right to: Request that a business that collects a consumer's personal data disclose the categories and specific pieces of personal data that a business has collected about consumers. Request that a business delete any personal data about the consumer that a business has collected. Request that a business that sells a consumer's personal data, not sell the consumer's personal data. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us. GDPR Data Protection Rights We would like to make sure you are fully aware of all of your data protection rights. Every user is entitled to the following: The right to access – You have the right to request copies of your personal data. We may charge you a small fee for this service. The right to rectification – You have the right to request that we correct any information you believe is inaccurate. You also have the right to request that we complete the information you believe is incomplete. The right to erasure – You have the right to request that we erase your personal data, under certain conditions. The right to restrict processing – You have the right to request that we restrict the processing of your personal data, under certain conditions. The right to object to processing – You have the right to object to our processing of your personal data, under certain conditions. The right to data portability – You have the right to request that we transfer the data that we have collected to another organization, or directly to you, under certain conditions. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us. Children's Information Another part of our priority is adding protection for children while using the internet. We encourage parents and guardians to observe, participate in, and/or monitor and guide their online activity. qahwaworld does not knowingly collect any Personal Identifiable Information from children under the age of 13. If you think that your child provided this kind of information on our website, we strongly encourage you to contact us immediately and we will do our best efforts to promptly remove such information from our records.[:]
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