Cornish Bakery tests bold new RISE strategy

Lena Becker • July 18, 2026 • 3 min read

Cornish Bakery unveils its bold RISE strategy with a new two-story outlet in Portsmouth, expanding into evening dining and small plates.

Cornish Bakery tests bold new RISE strategy - cornish bakery rise — Cornish Bakery tests bold new RISE strategy

Cornish Bakery has launched a new dining concept with its largest outlet—a two-story, 3,500-square-foot space in Portsmouth Harbour. The location serves small plates and alcohol alongside its signature pastries and coffee.

The Portsmouth site is the second under the RISE by Cornish Bakery banner, following a late-April opening in Betws-y-Coed, Wales. Both locations mark the brand’s first move into evening service, offering dishes cooked from scratch until 8 p.m. The menu features brunch and all-day small plates.

Founder Steve Grocutt said the expansion came from recognizing that larger spaces could support extended trading hours. “Gunwharf Quays is for shopping, so customers could be served at breakfast, lunch, and into the evening,” he explained. The Portsmouth site includes 200 seats across an orangery, outdoor terrace, first-floor balcony, and a dedicated area for community baking and barista classes.

Grocutt noted that the Betws-y-Coed location, which opened first, has reinforced his confidence in the RISE model. He plans to integrate elements like brunch items and a bar into smaller units, including an upcoming store in Shrewsbury. “We’re not doing the same everywhere,” he added.

A restless founder’s evolution

Grocutt’s growth strategy has never followed a predictable path. The company, now operating over 80 outlets, started in 1994 as a single pasty shop in Mevagissey, Cornwall. The first attempt failed, but the business took off the following year, expanding to tourist hotspots like Newquay, Falmouth, and St Ives.

By the early 2000s, Grocutt shifted focus from seasonal tourism to building a year-round operation. He introduced coffee, which became the chain’s top-selling item, and broadened the menu beyond pasties. Today, pasties account for less than a third of sales. Each location has its own bakery, with some goods made from scratch and others finished on-site. “The open-plan bakeries create a different atmosphere,” Grocutt said. “People enjoy watching the baking process.”

The company has doubled its number of bakeries in the past five years, growing to a team of over 1,000. Profits have quadrupled, with earnings before interest, taxes, depreciation, and amortization reaching £4.5 million on sales of £36.4 million. Net Promoter Scores stand at 75%, and the Gunwharf Quays location is the top-performing unit in the shopping center.

Grocutt has avoided a uniform approach. While some stores use the Cornish Bakery name, others display only the company’s logo. “We’re designing bespoke, flexible environments,” he said. “These are becoming places for the local community to host talks, exhibitions, classes, and events.”

This rejection of uniformity defines Grocutt’s approach. “Our greatest risk is becoming predictable,” he said. “We’re fully committed to going our own way. We are resolutely not a chain—we are a group of high-end bakeries.”

The philosophy extends to expansion. The company grows at its own pace, focusing on building a sustainable model where employee satisfaction leads to customer satisfaction, which drives results. “We put people first,” he stated.

He cited high turnover rates in hospitality—often 80%—as proof that most large employers struggle. Cornish Bakery’s culture has allowed it to retain staff while scaling. “The question is whether a business can grow bigger without losing its authenticity,” he said.

The RISE concept may provide the answer. With two locations now open and more planned, Grocutt aims to show that a bakery can be more than a place for pastries—it can serve as a community hub, a dining destination, and something entirely unique.