Wenzel’s

About Wenzel’s

Wenzel’s, which operates more than 100 bakery stores in southern England and the Midlands, is a family-owned business founded in 1975 by Peter Wenzel. After half a century on the British high street, the company made the move into franchising in the summer of 2025 and signed its first franchise deal with Southern Co-op. The first store under the new franchise model opened in Guildford in September 2025.

Wenzel’s chief executive Sarah Wenzel said: “We’re delighted Southern Co-op has chosen to be our franchise partner and are confident that our collaborative partnership will be mutually beneficial and rewarding in the coming years.” Nick Smith, central services director at Southern Co-op, added: “We’re excited to partner with Wenzel’s as it takes its first step into franchising, and we’re confident that this is only the beginning of a successful journey together.”

In November 2025, Wenzel’s chief strategy director Dean Rusell told the Propel Franchisor Showcase that after 50 years, the time was right for the brand to franchise. He added: “Fifty years is probably a long time for a brand to wait to open a franchising opportunity, but the reality is the experience we have within the business is phenomenal. It’s about the inherent knowledge and a wealth of experience. People have been in the business for 20 years, 30 years, while the founder is still in the office every single day.

“I feel that after 50 years, this is the start of the journey rather than the halfway line to a century. We felt it was about time. We’d looked at franchising a few years ago and it didn’t feel right at that time. Part of it is after 50 years you have a lot of inherent knowledge of how things work. You don’t survive that many years without really being able to deliver on the front-line.”

In March 2026, Wenzel’s has launched its first kiosk location, in Burnt Oak, Edgware, as well as launching its first loyalty app.

Why franchise with Wenzel’s

• ✓The brand is looking for partners to take on “ten or more” sites. Net sales are £10,000 to £16,000 a week, with COGS 32% and labour 25%. Ebitda after franchise fees is 15-17% and ROI expected after circa two years. Franchise fee is £17,500 plus VAT per location, with 5% of sales less VAT as management fee and 1% marketing fee. Capex is £180,000 to £230,000 per store.”
• ✓In November 2025, Wenzel’s chief strategy director Dean Rusell told the Propel Franchisor Showcase the brand has the capacity to double in size over the next few years and that it is exploring new formats, including kiosks. He said: “We believe the bakery has the capacity for another 50-100 stores over the next few years. We’ve got the capacity to rapidly grow in the next few years – to double in size. As we expand, we may look to open another bakery up north, but we’re comfortable with what we have at the moment. We’re very much in the south now – North London and Hertfordshire, down to Bournemouth and up to Northampton – and we’d like to go perhaps north of Birmingham.
• ✓“We’re also looking at new forms of layout. We don’t have many sites with seating, although we have introduced a few new ones with seats. One of the things we’re really excited about is looking at kiosk options as well, which we will be trialling in the new year.”

Investment breakdown