Restaurateur Oliver Peyton has plans to roll out his bakery and café concept at up to 10 sites in the next year.
The Great British Menu judge has secured funding for the project, which will expand his bakery concept beyond concessions and into high-street retail space.
Peyton said: "We've got lots of shops planned. They will be A1 but a bit of sit down. Ideally we'd like to open between six and 10 next year. We've a couple of offers going on."
He added that everything at the bakery would be fresh, from the fig rolls and game pies to Victoria sponges and hand-made breads. The majority of sites are likely to be in London, though Peyton said he was in talks about venues outside the capital.
"It's very difficult doing British bakeries because we're looking at fresh produce, unlike the French-style pâtisseries where you can get cakes out of the freezer and bring them up to temperature," he said. "People want the taste of fresh sponge."
As well as bread and cakes the bakeries will serve blended teas and coffees, chocolates and preserves.
Peyton didn't rule out more contracts but said that for now the business would focus on its existing arrangements with the Royal Academy, Wallace Collection and National Gallery.
He added: "We'll definitely do more contracts if they're the right shape for us but we need to keep doing interesting things so it's more about developing the business ourselves."
By James Stagg
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