Counting on Counter Service

So we bought a building... a shop that has been trading for 82 years selling hardware, pet food and everything in between. It was 1933 when Arthur Oliver Janes opened the doors of 595 Cowbridge Road East as a gardening shop. His sons, John and Cliff, took on the business following their fathers death and they managed it right up to 1984.

Image courtesy of Wales Online 2015

From 1984 to 2015 F Janes Sons has been in the loving and capable hands of Mohammed Saddique, or Sid as everyone locally knows him. I first met Sid when wandering into the shop on my way to Pettigrew Tea Rooms one day back in September 2014. I had coincidentally been talking to Rhian next door in Fablas Ice Cream about the area.

Sid had put up a handwritten sign in his busy shop window, announcing the sale of his shop due to his retirement. Anyone who knows Sid knows he has been struggling with his knees for the last couple of years and being in the shop every day seven days a week was taking its toll, Sid is also a workaholic!

http://www.walesonline.co.uk/news/local-news/one-stop-hardware-shop-new-10051047

I first fell in love with the Shop front of 595 Cowbridge Road East. The stunning green tiles, the large open doors and fantastic glass windows framing the shop and inviting you in from the busy street. I strolled in that day to be greeted by Sid who is one of the kindest, genuine business men I have ever met.

Sid has run his business and kept it relevant in a Cardiff which is unrecognisable from when he took the keys in the mid eighties. A World of Pets At Home, Supermarkets, DIY superstores and of course the Internet for online shopping. I have met so many shop owners who have talked of this 'Death by a Thousand Cuts', from the way shopping habits have changed. Sid offered something pretty amazing that I agreed to continue when we shook hands on the sale of 595. Sid kept his business relevant by providing a friendly, professional, personal counter service that went above and beyond for his customers. Sid delivered to the door where others wouldn't bother to offer, he knew his customers by name and could always find a solution to their problems, often finding it hidden deep somewhere in the shop.

A very apt sign in Sids shop read "we stock much more than meets the eye, please ask we aim to please"

Sid has now taken his well deserved retirement, although you can find him still servicing several local clients and he will be a regular face in Victoria Park for many years to come. It has been a pleasure getting to know Sid, his lovely wife Farukh and their family.

The traditional shop keeper and service

A traditional Bakery shop serving a traditional style of counter service is our goal. Sid's success was on having what people wanted, and giving it to them in a unique way that made people want to visit. Our bakery will give back counter service and wholesale delivery to our customers looking for both traditional and innovative baked goods.

Image courtesy of Wales Online 2015

We have learnt a great deal from Pettigrew Tea Rooms, our home inside the West Lodge has meant that our working areas have always been fully on display. Everything we do at the tea rooms is on show and we have turned this into a strength, you may have enjoyed all those cake baking smells! That is why our new bakery will be wide open. When you come through our doors you will be able to see our professional bakers at work right there behind our counters baking your daily bread. Our head baker was so excited with the idea of having the bakery open, he is looking forward to getting to know you and talking about his passion for all things bread.

Whether you are dropping in for your morning coffee, freshly baked breads, patisserie, cakes, sandwiches or hand-picked deli items, there will always be someone on hand for a chat over the counter.

In addition to counter service Pettigrew Bakeries is about the wholesale supply of bread and bakery produce to the incredible hard working independents of South Wales and beyond. We have already been meeting independent business' to discuss what they want in a product that reflects their quality, consistency and expertly crafted produce. Hopefully it won't be too long before you spot a Pettigrew Bakery loaf on the menu of any one of the incredible restaurants, hotels, cafes, tea rooms, pop-ups, street food superstars, deli's and shops in the City.

We can't wait to get started!

The handshake handover Summer 2015

Thanks for the warm welcome to Victoria Park

We now have a Facebook Page full of pictures of the building works as we breathe new life into this stunning community shop, which we would love if you LIKED just click HERE https://www.facebook.com/PettigrewBakeries/

Merry Christmas and a Happy New Year from all of us at Pettigrews

A Family Business - What gives you the right?

The first time I described Pettigrew Tea Rooms as a 'family run business' in early 2012 I felt bad.

I questioned my right to that claim for our business. 

A family run business evokes a sense of local-ness, integrity, control, care about the customer, belonging, community, honesty and many more things. I have always believed these things are true for Pettigrews and help to make this place special, but saying those words felt odd.

Why the unease?

It is an honour to be an employer where your employees become family. Today I can hold my head up, look you in the eyes and talk about the Pettigrew team as a family outside the ties of blood. Way back in 2012 we started more like pals muddling through. The family we have now was not expected, hoped for yes but never presumed. The discomfort I felt reflects how I felt at the time about myself, my now husband and the fear of putting our name to something untested.

A family business can be a great gift, it is not for every family. Lee and I lived together worked together with scarce few hours of the week where we were not in each others company. The stresses, tears, paranoia, fear, arguments, love, joy, success and contentment all shared. Pettigrew has evolved and we always treated it as more than just us, asking what does Pettigrew deserve? It always deserves more than we can give, all we can do is our best. Part of that is knowing when our best isn't good enough but if we keep trying we can improve.

Living those years together forged us in a way I cannot say I would recommend or want to relive, it didn't make our relationship, I believe that our relationship survived what was genuinely a gruelling test. The unanticipated gift of this experience was the knowledge that our relationship can survive and strengthen through experiences that most people will not endure. That was a revelation and is certainly part of why I write this as a married man.

Lee and I could be found at Pettigrew Tea Rooms nearly every day for the first 3 years and that is part of what established this ethos of a family business. We put in more of oursleves than we should have at times, but it was always in the pursuit of what Pettigrew deserved.

I have had cause this past week to look back at what makes a family business a family business and before we go further I realise that I need to thank my family. My mum and mum2 still remind me of the mornings they happily wiled away washing dishes in our suitably inadequate makeshift potwash of the early days.

It is incredible to think how things have changed from those early days, but the all hands on deck support we had was incredible. I was so caught up in the next three years that I don't think I ever stopped to say thank you properly. Thanks mums! you guys saved our bacon! x

The first cup of tea made in the tea rooms was by my sister! and my other sister scrubbed labels from pans with my dear friends too! Helen, Nan, Gran, Jo, Steve, Di, Karl, Kath, Manon; the list goes on and I could spend this post just thanking people who helped me and Lee in those days.

To look forward sometimes you need to look at where have you come from and what you have learned.

What has put me in mind of family and specifically this new chapter of the Pettigrew family happened three weeks ago when my Dad died.

You may or may not know that the specific catalyst to me quitting my job in 2010 was the diagnosis of my Step Father, Don, who suffered from cancer in his brain and passed away in January 2011. I was inspired not to let life happen and chose instead to turn the fear that this would become my life's great regret, into the fuel for I Want to Bake Free and Pettigrew Tea Rooms. Bringing us tidily to Sunday 25th July 2010 when I sat down and wrote my first blog post which you can read here.

My Dad, Robert James Le Masurier, was diagnosed with mesothelioma over two years ago, which is a type of cancer from working with asbestos when he was young. He passed away in July this year, just a few short weeks ago.

This is not a blog post about cancer, sadly you probably have your own story to tell about that disease, but it is about family and inspiration. My Dad was brilliant. He was the middle son of Stella and Jack Le Masurier, my Grandad Jack being the entrepreneur who started Fitzroy Joinery Ltd which he then handed on to my Dad to run as our family business.

As boys, me and my brothers grew up as the sons of the boss that ran a company in Plymouth known for quality, precision and skilled joinery professionals. Dad worked almost his entire adult life making Fitzroy Joinery Ltd prosper, through the recessions and the good times. Talk about an inspiration. Mum and Dad never once pressured me or my brothers to think of taking on the family business and as each of us left home, we never did.

When I came to Dad with my plans in spring 2010 we analysed and discussed them in great detail, it was like a pitch to Dragons Den, but with Dads unique calm inquisitive and precise business mind. With the love, support and encouragement of both my Dad, my Step Mother and all my family, I made the leap and quit my job. Pettigrew Tea Rooms opened on the 29th March 2012, over 20 months later.

Being a hands on guy working in the building trade for his entire life, Dad advised me through our fit out. He sat in on the meetings with the contractors at West Lodge and helped me to install our kitchens and pot wash. Famed for his saying 'Measure Twice, Cut Once!' that is a favourite saying to this day at the tea rooms and one we will always try to live by.

Dad has done so much for me and he always said it was his privilege to be there for us boys and help us grow. Pettigrew was born from my family and now is its own family, beyond our team it may well include you.

In the last conversation alone with my Dad on Thursday 9th July 2015, he didn't have much energy to speak, but was hanging on every word as we discussed the pros and cons of the purchase of the shop in Victoria Park for Pettigrew Bakeries and the possibility of another tea room elsewhere. Sat up watching England winning the first leg of the Ashes in Cardiff, I was chatting away about all of the things that could go wrong, all the difficulties and the possibilities. Unable to waste much energy with words he simply said
"...ah, but you won't let those things happen, you will do it right" all with his smile.

I am so proud to have known this man and benefited from his love and guidance. We both knew in that moment, that this time I wouldn't be able to ask him for his help again, but he left me with the knowledge that he trusted I would do it right. There is not a gift a Dad can give to his Son more than that, at 33 i'd rather have my Dad here, but knowing he trusted me was his last precious gift. We made a video for Dad which me and my brothers shared at his funeral. He did so much for us and for me and Pettigrews. As we embark on this new adventure of inventing Pettigrew Bakeries I had to look back at where we came from, what is important, what does it mean to be a family, to have a family business.

I will try and do it right Dad, thank you for our family, I promise that our future family will honour you in all we do at Pettigrews

Yesterday I exchanged contracts on a beautiful shop building in Victoria Park overlooking the entrance to Victoria Park itself, laid out of course by W W Pettigrew. Pettigrew Bakeries will honour the family that gave us Cardiff's stunning parks by growing our family. I hope you will come along for the ride!

As always I will try and share the best information here on the blog and through @want2bakefree

High Time for High Tea

On my epic adventure to open a Tea Room in Cardiff, I have spent some time looking at the origins of High Tea. By understanding what it has been and where it originated, I can decide what I want to serve. My intention is to preserve and revive, but who knows I may end up re-inventing High Tea for the future.

Points About This Post 

If you disagree with any of the following account, let me know in the comments.

I realise History isn't every ones cup of tea (sorry). 

If it isn't yours hit the '[SKIP]' button below to get right into my Essential Tea Etiquette Tips

What is High Tea?

High Tea is often a misnomer. Most people refer to afternoon tea as high tea because they think it sounds rather regal and lofty. High tea, or "meat tea", originally referred to the meal we call dinner. Afternoon tea was known as "low tea" because it was usually taken in a sitting room or withdrawing room where low tables were placed near sofas or chairs. So we know High Tea as what was originally Afternoon Tea. There are three basic types of Afternoon:

1. Cream Tea - Tea, scones, jam and cream
2. Light Tea - Tea, scones and sweets
3. Full Tea - Tea, savories, scones, sweets and dessert

The traditional time for tea was four or five o'clock and no one stayed after seven o'clock. The menu has also changed from tea, bread, butter and cakes, to include three particular courses served specifically in this order:

1. Savouries - Small sliced sandwiches 
2. Scones - Served with jam and clotted cream
3. Pastries - Cakes, cookies and shortbreads

A Brief History of High Tea [SKIP]

Prior to the introduction of tea into Britain, we enjoyed two main meals a day, breakfast and dinner. Breakfast was ale, bread, and beef. During the middle of the eighteenth century, dinner for the upper and middle classes had shifted from noontime to an evening meal that was served at a fashionable late hour. Dinner was a long meal at the end of the day.

17th Century

1600 - Queen Elizabeth l (1533-1603) granted permission for the charter of the British East India Company (1600-1858), also known as the John Company, on December 31, 1600 to establish trade routes, ports, and trading relationships with the Far East, Southeast Asia, and India Trade in spices was its original focus, but later traded in cottons, silks, indigo, saltpeter, and tea. Due to political and other factors, the tea trade didn’t begin until the late 1670s.

1662 - King Charles II (1630-1685) while in exile, married the Portuguese Infanta Catherine de Braganza (1638–1705). Catherine's dowry was the largest ever registered in world history. Portugal gave to England two million golden crusados, Tangier and Morocco in North Africa, Bombay in India, and also permission for the British to use all the ports in the Portuguese colonies in Africa, Asia and the Americas thus giving England their first direct trading rights to tea.

As Charles had grown up in the Dutch capital, both he and his Portuguese bride were confirmed tea drinkers. When the monarchy was re-established, they brought this foreign tea tradition to England with them. Her influence made tea more popular amongst the wealthier classes of society. Soon tea mania spread swept across England, and it became the beverage of choice in English high society, replacing ale as the national drink.

18th Century

By 1700, tea was on sale by more than 500 coffee houses in London. Tea drinking became even more popular when Queen Anne (1665–1714) chose tea over ale as her regular breakfast drink. 

During the Industrial Revolution in the second half of the Victorian Period, working families would return home tired and exhausted. The table would be set with any manner of meats, bread, butter, pickles, cheese and of course tea. None of the dainty finger sandwiches, scones and pastries of afternoon tea would have been on the menu. 

19th Century

According to legend, one of Queen Victoria's (1819-1901) ladies-in-waiting, Anna Maria Stanhope (1783-1857), known as the Duchess of Bedford, is credited as the creator of afternoon teatime. Because the noon meal had become skimpier, the Duchess suffered from "a sinking feeling" at about four o'clock in the afternoon. Who doesn't? 

At first the Duchess had her servants sneak her a pot of tea and a few breadstuffs. Adopting the European tea service format, she invited friends to join her for an additional afternoon meal at five o'clock in her rooms at Belvoir Castle. The menu centered around small cakes, bread and butter sandwiches, assorted sweets, and, of course, tea. This summer practice proved so popular, the Duchess continued it when she returned to London, sending cards to her friends asking them to join her for "tea and a walking the fields." The practice of inviting friends to come for tea in the afternoon was quickly picked up by other social hostesses.

Essential Tea Etiquette Tips

Holding a Tea Cup:

• In order for one not to spill the hot liquid onto oneself, the proper way to hold the vessel of a cup with no handle is to place one’s thumb at the six o'clock position and one’s index and middle fingers at the twelve o'clock position, while gently raising one’s pinkie up for balance.
• Tea cups with a handle are held by placing one’s fingers to the front and back of the handle with one’s pinkie up again allows balance. Never wave or hold your tea cup in the air. When not in use, place the tea cup back in the tea saucer.

• If you are at a buffet tea hold the tea saucer in your lap with your left hand and hold the tea cup in your right hand. When not in use, place the tea cup back in the tea saucer and hold in your lap. The only time a saucer is raised together with the teacup is when one is at a standing reception.

Pinkies Up:

• Originally, all porcelain teacups were made in China, starting around 620 A.D.  These small cups had no handles. Pinkie up does not mean straight up in the air, but slightly tilted. It is not an affectation, but a graceful way to avoid spills. Never loop your fingers through the handle, nor grasp the vessel bowl with the palm of your hand. Ghastly.

Teaspoons:

• Do not stir your tea, with your teaspoon, in sweeping circular motions. Place your tea spoon at the six o'clock position and softly fold the liquid towards the twelve o'clock position two or three times. Either place the used teaspoon on the side of another plate or ask the server or hostess to remove the spoon from the table. Never leave the spoon in the tea cup, especially when actually drinking your tea.

Serving Tea:

• Tea is served with milk, not cream. Cream is too heavy and masks the taste of the tea. Although some pour their milk in the cup first, it is probably better to pour the milk in the tea after it is in the cup in order to get the correct amount. Remove the tea bag from the cup and place it on a side saucer or in a slop bowl. Never squeeze the tea bag.

• When serving lemon with tea, lemon slices are preferable, not wedges. Either provide a small fork or lemon fork for your guests, or have the tea server neatly place a slice in the tea cup after the tea has been poured. Be sure never to add lemon with milk as the lemon's citric acid will cause the proteins in the milk to curdle. Ghastly.

Drinking Tea:

• Finally, do not use your tea to wash down food. Sip, don’t slurp your tea and please swallow before eating.

A Tea Room without a room is just tea. I must continue to tease you a little longer, venue news will be coming very soon...

Stay tuned and keep the faith.

Much love

David

P.s. you can now follow me on Pinterest http://pinterest.com/iwanttobakefree/

Introducing the Clandestine Cake Club - Cardiff

December 2011

Cardiff – Cake without the sin

• Date and time: 19th January 2012 7:30pm - 9:30pm
• Location: Canton area of Cardiff
• Theme: Cake without the Sin

Theme

New Years Resolutions – Cake

Without the Sin (or at least less!)

Date

Thursday 19th January 2012

7:30pm – 9:30pm

only 28 Spaces Available