Keeping you up to date around town

Bracknell's retailers reveal secrets to their success

21/07/06

Each month we will profile a successful local retailer in Bracknell town centre, taking a sneak peek behind the scenes to learn the secrets of their success.

Recipe for Success

This month we look at Sejwix, one of Bracknell’s premier eateries. A delicatessen, cafÈ and sandwich bar, Sejwix opened last year in Charles Square and has grown from strength to strength. At last month’s OSCAs gala evening, Sejwix deservedly won an award for Outstanding Service to Customers in the Catering category.

What is the secret ingredient that makes customers keep coming back to Sejwix for seconds? Owner Neil Ellis spills the beans:

When you set up Sejwix, what was your aim?

Quality. That was the real reason behind setting up Sejwix. We pay particular attention to the quality of all our food. For example, the meat we use in our sandwiches is the same as the meat we sell in the delicatessen. Our organic baguettes are another favourite, because customers feel they can trust the source of our products. I don;t eat artificial and reformed food products, so why should my customers?

We have never compromised on quality and we never will. That is what keeps customers coming back to us for seconds!

When we first opened last summer, it was not as busy as we wanted. We decided to carefully consider our range of food and sandwiches and created some new dishes. We responded quickly to changes in the weather and introduced a daily hot roast sandwich, which resulted in a real sales boost.

We also believe in variety – it really is the spice of this business! It is a real challenge changing the menu on a daily basis, to keep the offer fresh and appealing both for new customers and regulars. With a flexible menu we are also able to respond quickly to changes in the weather, offering a great new range of ice creams in the hot weather and daily hot roast and soups in the cooler climates!

Since we opened a year ago we have learnt to watch our customers closely and respond quickly to them, changing our menu daily. The lesson of those first few quiet weeks was that quality and variety are both essential to our business, while being able to respond quickly to customers needs keeps us on our toes!

What is the one business lesson you have learnt?

In all business, you rely on many people to get things done. In my experience trusting the people you work with is very important if you want things to get done to a high standard. I am lucky that I have a fantastic team at Sejwix whom I trust and work very well with.

Can we look forward to seeing more of Sejwix in the future?

Yes – I hope to focus on the outside catering side of the business, offering efficient and quality catering facilities to businesses in the local area. Having focused on getting the delicatessen and sandwich bar business in order, we are well positioned to look ahead and further afield, tapping into the potential business opportunities in the town centre. Watch this space!