Cornish Bakery has expanded beyond baked goods with its new RISE concept, opening at Portsmouth Harbour’s Gunwharf Quays. The site marks the second location adopting the RISE format after its Betws-y-Coed, Wales, debut in late April. The move reflects founder Steve Grocutt’s ongoing ambition to redefine what a bakery can be, according to the report interview.
From Pasties to High-Street Revival
Grocutt launched the first Cornish Bakery in 1994 after his father suggested opening a pasty shop in Mevagissey, Cornwall. Initially a means to fund his travels, the venture quickly grew to six locations in tourist hotspots like Newquay and St Ives. He later shifted focus to expanding across the UK, competing with chains like Costa and Caffé Nero. Recognizing the limited lunch-hour sales of pasties, Grocutt broadened the menu to include coffee, cakes, and baked goods. Coffee soon became the top-selling item, with pasties now accounting for less than a third of total sales. This evolution led him to conclude in 2019 that the UK needed modern, high-street bakeries to fill gaps left by supermarket closures.
Community-Centric Expansion
The company’s growth strategy emphasizes bespoke, non-cookie-cutter designs tailored to each location’s size and community. Grocutt describes this as prioritizing “community, architecture, and the people,” with spaces hosting talks, exhibitions, and classes. Over five years, Cornish Bakery doubled its outlets, grew its team to more than 1,000, and achieved an EBITDA of £4.5 million on £36.4 million in sales. Its Net Promoter Score (NPS) of 75 ranks it highly, with the Gunwharf Quays site outperforming all others in the shopping center. Grocutt attributes success to a culture of non-conformity, warning that predictability threatens the brand’s independence.
“Our greatest threat is our predictability,” Grocutt said. “We’re fully committed to going our own way, to going full throttle anti homogeneity, and to optimising our fiercely independent spirit at every turn. We are resolutely not a chain we are a group of high-end bakeries. We’re continually redefining what a bakery is, does and can be. And for me, and for my ever-growing team, that can be anything. Long live non-conformity,” he says.
RISE Concept and Strategic Growth
The RISE model leverages larger spaces like Gunwharf Quays, which includes an orangery, outdoor terrace, and dedicated area for baking classes. Signature offerings now blend traditional pasties with brunch items and small plates, served until 8 p.m. The Betws-y-Coed location outperformed expectations, leading Grocutt to view RISE as scalable. A forthcoming store in Shrewsbury will have some brunch items added into the mix and potentially a bar area. Grocutt stresses selective expansion, noting every site in the estate remains profitable. The company’s growth shows its momentum.
Grocutt, who considered selling the business the previous year, rejected offers citing regulatory uncertainties and restrictive terms. He emphasizes that the whole estate is profitable and that the company prioritizes people and profitability. The combination of visible baking and varied offerings, from pasties to specialty coffees, caters to both locals and tourists. Grocutt emphasizes that these elements contribute to an active and uplifting vibe, with the Gunwharf Quays site exemplifying this approach through its design and community-focused events. With the business continuing to grow, Grocutt remains focused on his vision for Cornish Bakery, committed to its unique approach and values.