Local artisan bakery Warings today opened a new store in the market town of Thatcham. From the moment the doors opened at 10:00am, a steady stream of curious customers filed into the new premises, eager to sample the new bakes, cakes and pastries to come to their local High Street.
Situated in the heart of the market town, Warings “The Indulgent Baker” is in a unique position both geographically and economically. “Locals have been crying out for a local bakery,” said Daniel Carr, Public Relations Manager at Warings who himself is also a fourth generation baker from his family.
He added: “This is fantastic, and the support from the locals has been absolutely amazing. We’re a proper traditional bakers, and Thatcham is a growing town with lots of little independent businesses; the people around here love independent trade. Here in Thatcham we are really championing the traditional role of the local British baker, bringing to this new market our wonderful Lardy Cakes, Eccles Cakes and Gypsy Tarts, and also some of the more continental style bakes and breads too, to add a bit of variety. There is a real resurgence of people wanting a local bakery selling local British classics – and that’s what we’re here to do.”
Pictures: Lynda Bowyer
Custom was indeed brisk straight from the launch, with mums and toddlers eager to seek our new sticky buns for sticky little fingers, as well as the staunch supporter of a good old fashioned white floured batch. The store prides itself on having its own micro bakery on site; baking is done in-store ensuring guaranteed taste and freshness straight from oven to the shelf to the customer.
Warings have been craft bakers in the region since 1932, from humble origins of having a cornershop-style bakery on Armour Road in Tilehurst, a store which is still open to this day. The Thatcham store marks the seventh store for the unique bakery brand. When asked if there are plans for more ‘buns in the oven’ in terms of more new stores, Daniel said: “We have been looking at other locations. There are places that we have our eye on, and if this format works then we might be taking this forward to other locations – who knows!”
Warings, The Indulgent Baker, can be found at 10 Kingsland Centre, Thatcham. The new store is open six days a week and you can keep up with the crafty cake makers online via Twitter @waringsbakery or by visiting their website at www.waringsbakery.co.uk.