Wenzel’s celebrates five decades of crafting affordable, high-quality goods for the whole community

Founded in 1975, Wenzel’s delivers fresh baked goods to communities across the UK. Having recently marked its 50th anniversary, the company celebrates its successes and looks forward to the future. As Chairman and Founder, Peter Wenzel, begins: “Prior to launching the company, I trained as a master baker. This is where my love for baking started, and I opened the first store with a simple mission: to provide my local community with high-quality, freshly baked goods. Now, 50 years later, that’s still what we look to deliver on every single day.   

“Since starting the business, we’ve opened more than 100 stores, and our range has expanded to include everything from fresh bread to coffee and sandwiches. Whilst we’ve diversified our product offering hugely, we’ve stayed true to our roots and will always prioritize creating delicious, high-quality food.  

“Today we offer a wide range of handcrafted, high-quality baked goods, all made with traditional methods. Our core range includes freshly baked breads, sandwiches, paninis, wraps, pastries, sweet treats, celebration cakes, hot savory items like sausage rolls and pizza slices, as well as pasta pots.   

“Great value has always been something we’ve prioritized – our meal deal, for example, provides a properly filled, freshly made Bloomer sandwich, a drink and a snack, for less than £6. The ability to offer fresh, quality products at accessible prices is where we really stand out. It’s an artisan approach without the artisan price tag.”  

As Wenzel’s marks a major milestone, Peter considers the secret to its success: “I believe the company’s longevity really comes down to our unwavering commitment to offering delicious products for great value, served with a smile. We’ve always strived to remain authentic, continually innovating our range whilst never compromising on our core techniques.   

“It’s all about staying true to our founding principles, whilst remaining on-trend, and evolving alongside the needs of the market. At every stage, we’ve delivered fresh, great-tasting treats to our customers – that consistency has ensured that the business continues to prosper.”  

Pathways to progression 

Bolstered by half a century of success, Wenzel’s is already planning for the next 50 years in business: “This anniversary offers us an opportunity to think about the future of the company, and we’re keen to continue expanding into new regions of the UK.   

“We’ll be announcing more details soon, but it’s all part of our wider ambition to bring Wenzel’s to more communities than ever. It’s a fitting way to celebrate 50 years.”  

Planning for the future also means training the next generation of leadership. Offering valuable pathways to progression, Wenzel’s recently launched an all-new training initiative. As Peter discusses: “Wenzel’s Academy is a dedicated training space, designed to support new team members in developing their skills. We kicked the program off just under a year ago, and so far, it’s proven to be an exciting initiative that truly embodies our commitment to progression for our staff.   

“We also recently hired a dedicated learning and development manager, who we’ve brought on to spearhead this side of the business. We are passionate about supporting career progression, and this recent appointment, as well as the whole project of Wenzel’s Academy, is reflective of our ongoing commitment to staff training and retention.”  

Supporting communities in and outside the business, Wenzel’s invests in its customers and their surrounding neighborhoods. As Peter reveals: “The Wenzel’s Foundation, which we established in 2024 to help champion community causes, has supported some incredible local initiatives across the past 50 years.   

“I’m especially proud of our ‘Baking a Difference’ campaign. Launched last year, this initiative introduced substantial price reductions and multibuy offers to support customers who have been impacted by the rising cost of living.   

“Beyond our stores, we’ve always done what we can to give back to the community — whether it be our training programs for apprentices, sending freshly baked goods to local hospitals, or offering free school visits. For example, at the end of last year, Wenzel’s Southbourne offered emergency community support when a local school oven broke down, swiftly preparing cheese and tomato sandwiches to ensure the children could still enjoy lunch. It’s these small moments that we’re proud to be a part of.”  

Enhancing efficiency

From an all-new sandwich making facility, to plans for further expansion, 2025 is shaping up to be a big year for the business. “We’re always looking for opportunities to bring Wenzel’s to new areas. This year, we’re expanding into regions where we’ve never had a presence before, and we’ll be sharing more on those exciting developments soon.  

“When identifying new locations, we consider a mix of factors, including footfall and local demand. We look for areas where there’s a strong appetite for great food at good value, and where we can bring something unique to the region. Our goal is always to become a valued part of the community.  

“We’ve also opened the doors to our new sandwich making facility this year. Designed to streamline production, maintain consistency, and uphold high standards, the new location allows us to scale up with increased efficiency. It’s also helped us innovate more quickly. We use the space to trial new sandwiches, with dedicated teams testing and learning all day, every day.   

“This year continues to be a real period of acceleration for the business. We have ambitious expansion plans, are about to launch a new social media marketing campaign, and will be announcing several new store openings in the coming months. Our mid-term goal is to reach 200 stores within the next three to five years, and we’re making steady progress toward that.   

“Further afield, the ambition we’re working towards every day is to make Wenzel’s a household name, synonymous with handcrafted and affordable baked goods. We aim to continue our expansion, grow our store network to different parts of the UK, and deepen our community impact, all while staying true to our family-run roots and traditional baking values,” Peter concludes.   

www.wenzels.co.uk