Sayers, a bakery chain with roots in Liverpool stretching back to 1912, is navigating a challenging retail environment marked by recent store closures across the region. Despite its long history, the brand, now under the same ownership as Poundbakery, elicits mixed reactions from customers who weigh its budget-friendly prices against product quality.
Key Takeaways
- Sayers was founded in Liverpool in 1912 and has a history of over 110 years in the North West.
- The company is now owned by the same parent company as the budget-focused chain Poundbakery.
- Several Sayers branches in the Liverpool City Region, including in West Kirby and Widnes, have recently closed.
- Customer experiences highlight the value of deals like the £3.50 breakfast roll and coffee, but some bakery items receive mixed feedback.
A Century of Baking History in Liverpool
Sayers began its journey in 1912 from a small basement on Prescot Road in Old Swan. The bakery's initial success allowed for rapid expansion, leading to the opening of a second shop on County Road, Walton, just a decade later in 1922.
For 65 years, Sayers remained a family-operated business, establishing itself as a familiar name on local high streets. This era came to an end in 1977 when the family sold the company.
Changes in Ownership
Following the sale in 1977, Sayers went through several ownership changes. It was first acquired by United Biscuits. In 1990, the bakery chain was sold again, this time to Warburtons. Today, it is part of a new company that also operates the Poundbakery brand, aligning Sayers more closely with the value sector of the market.
Navigating the Modern High Street
While originating in Liverpool, Sayers is a prominent brand across the North West, with locations in cities like Manchester and Blackpool. Its current business model focuses on providing affordable baked goods and snacks, a strategy shared with its sister company, Poundbakery.
However, the modern retail landscape has presented significant challenges. In recent times, Sayers has seen its footprint in the Liverpool City Region shrink. Notable closures include the stores on Banks Road in West Kirby and Queens Avenue in Widnes.
These closures reflect a broader trend affecting traditional high street retailers, who face competition from supermarket bakeries, coffee shop chains, and changing consumer habits. The loss of these local branches is often felt by communities who have relied on them for years.
Did You Know?
Sayers was a family-run business for more than half a century, from its founding in 1912 until its sale in 1977. This long period of family ownership helped cement its status as a local 'institution' for generations of Liverpudlians.
A Customer's View: Value for Money vs. Quality
To understand the current customer appeal, a visit to the Sayers branch on Dovecot Place provided insight into its offerings. One of the main attractions is the value-focused deals, such as a breakfast roll and a coffee for £3.50.
This price point is highly competitive, especially as rival chains like Greggs have implemented price increases. For many customers, securing a hot breakfast for under £5 is a significant draw.
The Breakfast Experience
A sausage barm and a white coffee, part of the £3.50 deal, delivered on expectations for a budget-friendly meal. The barm was described as a soft white roll with sliced sausages, offering a simple and satisfying option for the price.
The coffee was noted as being basic but perfectly acceptable given the overall cost of the meal deal, which is less than what many coffee shops charge for a single premium coffee.
"A hot breakfast for £3.50 will never land in my bad books and with Gregg's putting its prices up, the loss of anywhere as cheap and cheerful will feel like a blow."
The Savoury Pastry Test
A key item for any UK bakery is the sausage roll. An order of a Sayers sausage roll, costing an additional £2, brought the total spend to £5.50 for a substantial breakfast and lunch portion.
However, the feedback on this item was less positive. While freshly baked pastries can be appealing, the Sayers sausage roll was described as overly greasy, particularly after it had cooled down. The experience drew an unfavorable comparison to offerings from other local bakeries like Waterfield's.
Similarly, the sweet items on display, such as doughnuts, were observed to look somewhat "dry and bready," leading the customer to pass on them.
The Future for a Liverpool Institution
The overall assessment of Sayers is complex. On one hand, its ability to provide hot food and drinks at extremely low prices makes it a valuable option for many, particularly in a cost-of-living crisis. The breakfast deal remains a standout offering.
On the other hand, inconsistencies in the quality of other core products, like the sausage roll, may deter customers who prioritize taste over price. The experience suggests that while Sayers is a reliable choice for a cheap and filling meal, it may not be a destination that customers would go out of their way to visit.
As Sayers continues to adapt under its current ownership, its future will likely depend on balancing its historic identity with the demands of the modern consumer, who seeks both value and quality.