Family-run bakery Wenzel’s the Bakers has over 45 years’ experience offering the best of baking at reasonable prices through a growing chain of High Street shops. General Manager Karl Spinks served up the latest news and insights into the rising business, in discussion with Phil Nicholls.
The current economic climate is challenging for many retail outlets. However, London-based Wenzel’s the Bakers has found ways to fight back against these issues and continues to build the business.
“We have adapted to the current situation,” explained General Manager Karl Spinks, “and are overcoming the hurdles by expanding our recruitment team and revising our methods. Our retention has massively improved, and Wenzel’s the Bakers has introduced a new benefit system to improve our team's motivation and to deliver a helping hand in the current climate.”
Founded in 1975, Wenzel’s the Bakers has steadily expanded to 95 locations across southern England. The past two years, however, have been tricky, according to Mr Spinks: “Not just as a business, but regarding the welfare and wellbeing of our staff due to the fear and stress of the pandemic, the dramatic change in consumer habits and the current issues with regards to energy prices and the consistent cost increases due to the conflict in Ukraine.”
Despite this challenging backdrop, Wenzel’s the Bakers have maintained an excellent rate of growth. During this time, the company opened another 30 shops and expanded the bakery facilities to meet increasing demand. Wenzel’s also launched a nationwide delivery service for its mouth-watering selection of iced doughnuts.
Wenzel’s 3,000 sqm bakery is constantly being updated with the latest specialist equipment. The company’s logistics department prides itself on delivering fresh products to stores within 10 hours of being baked.
Sweet dreams are made of this
The Wenzel’s the Bakers shops offer a fantastic range of tasty sandwiches and bakery treats: alongside the traditional Meal Deal featuring soft drinks and a packet of crisps, the Wenzel’s menu includes baguettes, paninis and bloomer sandwiches available with a range of fillings. The shops also stock a range of hot pastries and a delightful selection of sweet treats.
“We pride ourselves in our sales of our jam doughnuts,” Mr Spinks said. “We sell on average 25,000 per week and they are a key line for us. Also, our baguettes are great sellers and our customers love the meal deals, where they can combine the two of them with a drink. The freshness and consistency of these products makes them such great sellers.”
Driven by the quality and variety of items on Wenzel’s the Bakers menu, there is a great hunger for new shops. “Over the past year, we have seen dramatic YoY growth,” continued Mr Spinks, “and the reinvestment into the business allows us to open a new store every three weeks, on average. One area of growth we have noticed since the Covid outbreak was the delivery platforms.
“We have grown in some regions by over 80% YoY, and it is an ever-growing market. Wenzel’s the Bakers remade the website which gave our delivery platform products a lovely facelift with upto-date images. We now push our delivery platform sales through social marketing and online campaigns.”
Green salad bloomers
Wenzel’s the Bakers enjoys a unique place in the market, with its own target market. Mr Spinks acknowledged that competition was growing but focused on the benefits of being challenged: “Competition is what makes us better and pushes us to go above and beyond.”
The company also goes above and beyond when it comes to sustainability, with a broad portfolio of actions. “We tackle this from many angles,” explained Mr Spinks, “from recycling our cooking oil and switching to electric vehicles. Wenzel’s the Bakers is also investing in solar panels which will be fitted in 2023.
“Regarding food waste, we donate to food banks, charities and even local farmers. We have also teamed up with Too Good to Go,
allowing customers to buy £10 worth of goods for under £4. We are making keen and direct movements to ensure we are reducing our carbon footprint and food waste.”
Working together to address complex issues such as sustainability and food waste highlights the importance of teamwork at Wenzel’s. This collaborative approach also applies to suppliers and partners, even in the face of global supply challenges.
“In the current climate, people have struggled with ingredient shortages and substitute products or ingredients,” Mr Spinks said. “Wenzel’s the Bakers works closely with our suppliers and has contingency plans in place. So far, everything has run smoothly. Regarding suppliers, we are both assets to each other's success. We have regular brainstorms and strategy meetings with our suppliers to ensure everything is on track and moving in the direction we want for our future expansion.”
Bready, steady, go!
Despite these assorted challenges, Wenzel’s the Bakers remains confident in the business model and the brand. Recruitment is an acknowledged issue in the retail sector, but Mr Spinks has confidence in the company’s expanded recruitment team and the overall direction at Wenzel’s the Bakers.
“Although uncertain times are looming ahead of us all,” he said, “we are confident in ourselves and our brand. We will push through it and come out stronger on the other side.”
To cope with these uncertainties, Wenzel’s has the main objective of continuing the steady expansion of the business. Regular investment in staff training is another tool to maintain the momentum for growth. The company monitors its shops and bakery to tighten the business efficiency and stay as cost effective as possible.
“My favourite part of my job is enthusing the wider teams,” concluded Mr Spinks. “I want them to be as proud and excited about the future of Wenzel’s the Bakers as I am. We are on the crest of a wave right now and I enjoy seeing how far we have come in such a short space of time.
“Wenzel’s is a family-run company, and it is a genuinely lovely place of work. We work together as a large team, battle through the tough times and always come out smiling and optimistic.” n
