Wenzel’s the Bakers defies economic gloom as rapid growth continues

Bakery chain Wenzel’s says it is confident its remarkable growth will continue over the next two years after it opened five new stores during lockdown.

Wenzel’s, which has 72 branches across North London, Essex, Hertfordshire, Buckinghamshire and Bedfordshire, grew throughout lockdown despite facing many challenges, adapting its operations to provide local communities with essential items, such as milk and flour.

Thanks to the quick-thinking and vision of its management team and staff, Wenzel’s opened five new branches over the lockdown period and has put in place bold plans for the future. Now it has brought on board award-winning social-first digital marketing agency the tree as strategic consultants.

Peter Wenzel, CEO of Wenzel’s, said: “Passion and drive together are at the forefront of Wenzel’s expansion. Teaming up with like-minded companies like the tree will help us to spread the word about what we’ve achieved and go on to bigger and better things.

“Our in-store experience needs to match our digital presence, and we are investing significantly in a social-first digital proposition to give more value to our customers. Our performance this challenging year has been strong, but the difficulties we have faced have also given a clear focus to our expansion plans.

“I don’t believe a company should be run by looking at profit or turnover alone. We are first and foremost a business built for our customers and our staff. We place great importance on staff welfare, on working conditions and on providing our customers with fresh, high-quality products. These in turn create a healthy business with the right price structure.”

Wenzel’s has strong foundations in the form of 40 years’ experience in the industry, but is now seen as being at the forefront of its space, innovating in both product development and customer experience. Traditional values and products combined with a modern approach has taken Wenzel’s well beyond expectations and commercial forecasts.

Investment has been key to this success. The business has invested more than £2 million in new machinery and better infrastructure. It has also committed to a multi-million investment in additional sites, the brand, digital and marketing.

Daniel Andrews, founder and CEO of the tree, said that he was pleased to be supporting a community-first, family-owned chain with real personality.

He said: “Wenzel’s has been one of the real success stories this difficult year, giving its communities a sense of normality during a trying period.”

“We’re delighted to be helping them to keep up the incredible momentum they’ve generated and work with them to take them to new heights by putting in place a comprehensive and progressive digital strategy.”

“Wenzel’s is a business with real character and ambition, and a well-loved brand in the areas they operate in. Our aim is to help spread the word even further.”

The tree will support Wenzel’s in digital transformation and the creation of memorable experiences in-store. A 360-degree social strategy will aim to reflect the energetic, family flavour of Wenzel’s in the outward personality of the business itself, joining the dots from in-store experience to brand.

The tree will also play a central role in supporting Wenzel’s, whose team has over 700 personnel, to realise its sustainability ambitions. A complete overhaul of its packaging and sustainable practices is due to be completed in 12 to 18 months.