04 Apr 2024
Launched by former Bake-Off contestant Johnny Shepherd in 2011, The Pudding Stop began with one van – Penelope – in St Albans.
Since getting to week three of the first series in 2010, things have really taken off for Johnny, who now has shops in St Albans, Harpenden, Radlett and a bakery in Redbourn.
“Penelope is a great example of when our business thrives. Simple set-up, good labour cost, high footfall location.
“I would bake everything during the day, load up the van and head to the station to offer a treat to the tired, hungry, fed-up and often late commuters returning home from London. Everyone was earning brownie points!”
But last month, Johnny made a desperate plea on social media saying that things were not going well.
I asked him if he has found the situation depressing: “It is just part of running a business,” he tells me.
“There are times when things are going well, times when things are okay and times when you’re struggling. It is in the times of struggle that you become more entrepreneurial. Finding new ways, new solutions, new ideas.
“I have always been both realistic and optimistic. I don’t get too excited when things are going well or too down when they are not going so well. I have always had the belief and resilience to find a way through.”
And that is exactly what he is doing. He has scaled down the menu slightly to focus on bestsellers sticky toffee pudding, butterscotch blondies, triple layer brownie, cinnamon buns, doughnuts, baked cookie dough and coffee.
He has sadly had to make one part-time baker redundant and said goodbye to a few treats, such as the cherry pie.
Johnny said support has been fantastic since he put out the call on Facebook.
“That first weekend after my message and the weeks following have been immense. There’s something about something or someone being in trouble that really connects with people and initiates a public outpouring of support.
“Who doesn’t want to support the underdog, the person on the ropes, the business with one last chance to succeed? It is a reminder for all of us to make the most of our time, be kind to people and don’t take anything or anyone for granted.”
He said he has felt no shame or embarrassment about sharing their struggles: “If things are going too well or are too easy you’re not trying hard enough, or pushing yourself or taking enough risks.”
He said the main goal of his Facebook post was to let customers know that they may not see some of their favourite products for a while and that his shops may have a few less staff serving in them. He was asking for people to be patient, respectful and kind. He believes workers in the hospitality sector are hugely overlooked, yet it is enormously important for GDP and job creation.
Johnny said that problems started during and after Covid – with interest rate increases, energy cost increases and inflation:
“Simple things like butter, eggs and sugar are much more expensive now than pre-Covid. We would have set prices with suppliers based on volume, but if our first choice couldn’t get eggs we’d have to go to the second choice. Then you’d be paying a higher rate for a few weeks which massively impacted our margins.”
But the new bakery set-up in Redbourn has improved the situation in some way.
Before they moved their bakery from above the St Albans shop to Redbourn, Johnny said the team were working in very tricky conditions such as a very low ceiling, poor ventilation and no natural daylight. The new place has transformed his business and set him up for the future.
He said: “If we are able to navigate these testing times, we would be able to expand and open a dozen more locations all from this site.”
Do they sell a lot of coffee at The Pudding Stop?
“Yes coffee is huge for us – but there is a lot of competition. Since Boris [Johnson] changed the licensing rules any high street shop can become anything it wants. Given high street banks are closing, retail has moved online and out-of-town retail parks are booming more and more this has meant coffee shops, delis, cafés, all instantly putting in a coffee machine.
He said that when they first started serving coffee the other coffee shops in St Albans were Hatch, Charlie’s, Costa, Caffe Nero and Starbucks. Now there are more than 20 to choose from.
Asked if he thinks there are too many big chain coffee shops in town he said: “I don’t have anything against chains. Often chains do things better than independents. They have the cash, the infrastructure, operational support. Most chains became chains because the business worked as an independent. There is competition everywhere from chains and independents. All you can do focus on doing the best job you can and don’t worry about anyone else.”
How likely is it that things will be okay, with the new strategies that have been put in place?
“Nothing is certain,” he added.
If you would like to support Johnny and The Pudding Stop, you can pop in for coffee and cake, tell your friends about it and buy cakes or vouchers as presents.
