INTERVIEW
Birds Bakery Reinventing a heritage brand
An interview with Jamie Bird, Director of Strategy at Birds Bakery
Birds Bakery are an established family business, since 1919, with a rich heritage and expertise of 3 brothers in not only baking, but also confectionary and butchery.
“The most important thing going into this was making sure that we created an environment that our existing customers wanted to shop in as well as attracting the new customers. I think we have really encompassed that here which has been great to see....we really made a statement here and I think its brilliant and everyone within the business loves it. It’s certainly been a talking point”
An interview with Jamie Bird at the new Birds Bakery in Allestree, Derbyshire
Key challenges in transforming an iconic brand
Based in Derbyshire, Birds Bakery has an iconic status in the communities in which it operates, and retains a strong personal connection with customers even though the business has grown to over 60 stores.
Our core objective was to make the brand visible, relevant and compelling for a new, younger audience whilst retaining brand loyalists. To express the values and expertise of the business in a modern way whilst embedding the brand more strongly in their local communities.
As with all heritage businesses seeking brand reinvention one of the key challenges was to balance the need to attract new customers whilst retaining their loyal client base. Brands in this situation are often tempted to play safe and adopt a position of a gentle evolvement.
However, this approach is often in danger of simply not delivering the cut through and market impact that is required, a visible, transformative change that ensures that customers perceive the brand in a new light, that their assumptions are challenged, and that potential customers, who don’t have a history with the brand feel inspired and compelled to explore the brand.
This bold approach is necessary in what is a highly competitive market, and justifies the significant investment in a brand reinvention.
Also, something of which we always remind our clients, the appetite for freshness, newness, and to enjoy contemporary environments and experiences among more ‘mature’ customers, cannot be underestimated.
With such an important project it was important that Birds found a partner that they liked, knew and trusted. With a personal recommendation they had the confidence to appoint us, Caulder Moore as the partner creative agency.
Collaborative design partnerships between Birds Bakery and Caulder Moore
Working collaboratively with Caulder Moore
For Birds the most important elements of the subsequent relationship were the strength of the communication with our team, the fact that they felt truly listened to, and also that we took the time to get under the skin of the brand and the business, spending time in the bakery and the stores to immerse ourselves in the detail of the individual ranges.
Equally important was the fact that in a business where it was essential to gain consensus for such a dramatic and transformational step change, Birds felt that we navigated the various viewpoints in a way that ensure that we held fast to retaining the vision and ambition of the brief.
A key element of the brief was to enhance the perception of value through a more elevated customer experience. Clearer segmentation made navigation easier whilst using presentation and merchandising cues from specialist patisseries made the product feel more seductive.
Again, an important balance between making customers still feel comfortable and welcomed, whilst ensuring that the experience and environment felt more special, and reinforced the perception of product quality, and showcased the expertise of the business.
“What Caulder Moore did brilliantly was to take all the really good and important snippets from everyone to create the store in front of us today.”
Distinctive bakery counter design with rolling pins
Comfortable & inviting cafe seating at Birds Bakery
Transformative & successful interior design for business growth
One of the most successful elements of the new concept has been the creation of compelling window displays that are stopping passing customers, and encouraging greater footfall into the store.
Bold and vibrant shop front facade at Birds Bakery in Allestree designed by Caulder Moore
Making an entrance, Birds Bakery in Ashby de la Zouch, designed by Caulder Moore
Easier navigation, and clearer segmentation is increasing conversion rates, and basket size as customers are shopping more across the individual ranges.
The inclusion of seating is enhancing the destination status of the stores and increasing dwell time, and embedding them as places in the local community for customers of all types to meet and gather.
One of the most rewarding outcomes for Birds is the realisation of a brand vision in a way that is tangible, is galvanising, energising and inspiring the internal and store teams, signalling real, genuine, change in a way that stays true to the brand, expressing the values of the business in a contemporary relevant way. The new store at Ashby has shown remarkable growth and is now one of their top performing stores.
The future includes the roll out of the new brand experience and capitalising on the growth opportunities that this brand reinvention has created.
Whilst we have strong expertise and a track record in brand transformation for heritage and legacy brands, on occasion such a radical rethink is not required. We are working with Simmons Bakers to gently continue to evolve their concept, so that each new store benefits from fresh thinking, and can therefore can continue to succeed in an increasingly competitive market.
For Swiss Butter it was essential to retain the signature elements of the brand experience that have made it so loved and successful in their Middle Eastern home market whilst evolving the concept to succeed and gain cut through in the competitive London market.