THE CORNISH BAKERY
FEED YOUR SOUL
How strategic design turned loss to 18% profit increase within 1 year
Within all kinds of hospitality, sweeping transformation of a business’s fortunes lies in many smaller changes to all of its facets, driven by one creative vision. Easy to diversify your offering but what if staff aren’t retrained? New interiors, great; but what if the acoustics don’t work, the lighting’s too bright or it’s hard to heat the space? Taking care of each pixel so the big picture’s flawless is what experiential design’s all about.
We changed everything: name, brand identity, positioning, tone of voice, customer service style. But it went further and deeper. The business began developing new products; it sold them in redesigned shops featuring new window displays, new shopfronts and new merchandise. All of this, in addition to the instore proliferation of messages about a Cornish state of mind, freshness and quality, added up to a hugely enhanced customer experience.
Initially, the failing stores in which our designs trialled were saved, along with 60 jobs. Like-for-like sales jumped 30% in a month, there was a 12% (£1m) increase in turnover and, within the first 12 months, the return on investment amounted to 378%. Longer term, the brand is expanding to the point of opening 40 new
stores nationally, while its online community increased by 40%, boosted by a significant rise in the engagement on Facebook of brand advocates.
RETURN ON DESIGN
FROM PASTY PRESTO
TO THE CORNISH BAKERY &
A 30% LIKE-FOR-LIKE SALES
INCREASE WITHIN 1 MONTH
‘‘THE ONLY REGRET I HAVE ABOUT WORKING
WITH ABSOLUTE IS THAT WE DIDN’T DO IT