3 minute read
ST PIERRE GROUP
FOOD TO GO: CHRIS MCLAUGHLIN
ST PIERRE QUADRUPLES SALES IN SCOTLAND
THE WEEK IN RETAIL CATCHES UP WITH COMMERCIAL DIRECTOR CHRIS MCLAUGHLIN TO HEAR ABOUTST PIERRE GROUPE’S 400% INCREASE IN SCOTTISH SALES IN 2020.
Hot off the heels of sponsoring the Scottish Local Retailer of the Year category at the SLR Rewards, St Pierre Groupe has revealed the scale of the success it achieved growing sales north of the border in 2020. In what as an astonishingly successful year for the company, it managed to more than double sales in wholesale and quadruple sales in retail in Scotland last year, bucking the category-wide trend in bakery.
The Week In Retail caught up with Commercial Director Chris McLaughlin to find out more about how the company did it, why Scotland is such a priority, and what lies ahead for 2021.
WAS SCOTLAND ALWAYS A FOCUS FOR 2020?
We went into 2020 with a very clear UK strategy: to drive our core range into deeper distribution. Part of that strategy was developed to deliver growth in Scotland. As customers shop slightly differently in Scotland to the rest of the UK, it offered unique opportunities.
CLEARLY THAT STRATEGY WOULD HAVE BEEN AFFECTED BY THE ONSET OF THE PANDEMIC?
Absolutely. By the end of Q1, we had to reassess our routes to market to maintain growth, but decided to stick with the overall plan. Rather than reduce efforts, we reassigned supply, ensuring that product destined for food service was re-routed to meet demand in retail.
THE STRATEGY CLEARLY WORKED...
Yes, we’re pleased. Retail sales increased dramatically year on year, up 255% on 2019’s figures with a quadrupling of retail sales in Scotland. This is predominantly due to new national listings with Tesco but St Pierre Groupe brands have also enjoyed continued success with Sainsbury’s, Morrison’s and Ocado.
WHAT ARE THE GROUPE’S BRANDS?
The business includes the St Pierre, Baker Street and Paul Hollywood bakery brands in its portfolio.
WITH MAJOR SUCCESS IN THE MULTS, HOW IS THE BUSINESS PERFORMING IN THE WHOLESALE CHANNEL?
In overall wholesale, the story is equally upbeat, with figures up 51% YOY amidst a category in decline by 18%. Wholesale figures for retail tell an even more impressive story, up 66% on 2019. The business has grown the presence of its brands with major players including Booker over the past 12 months, but has also maintained its stronghold with convenience and independent retailers, thanks to partnerships with distributors including Van Sales Direct.
WHAT WAS THE SECRET TO YOUR SUCCESS IN 2020?
Our success is a result of staying agile, despite all the challenges 2020 threw at us, and being able to launch new products that responded to changing customer needs. This included new additions to our morning goods for St Pierre, to take advantage of the huge boost in take-home coffee sales and decline in in-store bakery and new catering-specific products for Baker Street, which helped save money for operators thanks to the extended-life, ambient proposition.
AND YOU EVEN MANAGED TO GROW FOODSERVICE SALES?
Yes, perhaps our most commendable success has been the continued expansion of the business’s food service sector. For many businesses, the pandemic led to a drop in foodservice sales, thanks to 10 months of intermittent lockdowns which brought with them the closure of many of Scotland’s food outlets. However, St Pierre Groupe bucked the trend in this area, with wholesale sales in food service increasing by 25%.
THAT’S AS IMPRESSIVE AS IT IS SURPRISING...
We took the pandemic as an opportunity to work alongside our foodservice partners, strengthening our relationships with Monterey Jack’s and launching a co-branded TV campaign in one of the most challenging years hospitality has ever faced.
SO YOU ENTER 2021 POSITIVELY?
Being able to maintain growth, whilst supporting our partners in retail, wholesale and food service when it mattered most was a real achievement for St Pierre Groupe and we’re heading into 2021 with renewed energy and excitement about how our brands can deliver more for our customers in Scotland. As well as significant growth in 2020, St Pierre Groupe also sponsored the Retailer of the Year Award with Scottish Local Retailer and committed marketing spend to bolster business for Van Sales Direct and Monterey Jack’s. In addition, the business won ‘Exporter of the Year’ at the 2020 Grocer Gold Awards and increased its company headcount by 50%, securing its place on the Sunday Times International Track 200 for the fifth year running.
