Matt Jones, co-founder of the bakery and bakery school, said that, ideally, he would like to open four more ‘well placed’ sites in central London by the end of next year.
The bakery has invested around £40,000 in the 500sq ft new site, buying in new machines like an ice-cream machine for the ice-cream filled doughnuts.
He said: “For us we need high footfall and great locations. We are looking around to see what is out there at the moment. Market stalls are great, but with a shop you’ve got the convenience of being indoors, there’s parking, it doesn’t matter if it’s windy and rainy.”
The new site in Stratford has a bakery demo kitchen just outside the site, and shared seating within the shopping complex. Jones said he would also like to look to open somewhere else where there is seating within the shop.
He continued: “Now we have the bakery school it’s nice to have interaction with the public, and this has really worked for us. We can engage and share what we do with consumers, and get people to understand what we are all about.”
Sourdoughs are a speciality at the bakery, but the new shop has seen focaccia flying off the shelves. The bakery delivers products from its central bakery in Borough Market to the new shop daily, and fills the doughnuts fresh on-site.
Westfield Stratford was chosen for its high footfall offering, and convenient location being on the Jubilee line.
The bakery now has stalls in Borough Market, near to its bakery and bakery school, as well as one in Spitalfields Market and the Real Food Market in King’s Cross.