The Hummingbird Bakery is looking to step up its UK expansion, with plans to open three to five sites in 2023, operations manager Simone Tasker tells MCA.
The American bakery concept launched in the UK in 2004 and has since opened five London sites, two of which opened in Victoria in October and St John’s Wood in November 2022.
It was acquired in a pre-pack administration deal by Acropolis Capital in February 2021, following which it has amped up its growth strategy.
“Hummingbird hasn’t stopped growing and is going to keep expanding,” Tasker says. “There’s still a big market in London, where we feel we haven’t finished growing.
“It doesn’t mean we won’t ever leave London, but we want to make sure we’ve got our base solid.”
Upcoming sites will be within London, with expansion outside the capital to follow when the “opportunity presents itself,” according to Tasker.
Despite multiple rail strikes, The Hummingbird Bakery has not been severely impacted due to its presence in mixed and residential locations, such as Notting Hill and St John’s Wood.
“We believe central London will keep growing…it’s a good market for us to be in,” Tasker explains.
As it steps up expansion, the bakery has retained its core offer of American-style cupcakes and other desserts, while expanding its vegan and gluten-free range as well as launching nationwide cupcake decorating kits. It has also introduced a ‘personalisation station’ at sites for customers to personalise their desserts.
“We’re not just looking to make or save money, but also going back to the basics and making things better.”
