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The client for this project was Samworth Brothers, representing the West Cornwall Pasty Company, in partnership with SSP UK & Ireland and Network Rail.
Overview
Counterline was proud to support the successful launch of the newly rebranded West Cornwall Pasty Company outlet at Birmingham New Street Station. This high-profile location marks the brand’s 7th store and represents a significant step in their nationwide expansion. Working in collaboration with SSP UK & Ireland and fit-out partners, we provided a complete display solution that blends robust performance with sharp, brand-led design.
Our Contribution
For this busy rail hub, Counterline supplied and installed high-specification heated display counters tailored to the demands of fast-paced foodservice. The display counters form the centrepiece of the customer experience, offering both visual appeal and practical efficiency.
Designed with both function and aesthetics in mind, the units feature heated and illuminated glass displays that ensure the signature Cornish pasties are presented at their very best while maintaining perfect serving temperature. The counters are built to cope with high daily footfall, and their compact footprint makes them ideally suited to the space constraints of a station retail environment.
Design & Impact
The visual identity of the store centres around the bold West Cornwall Pasty Co. branding, and our counters complement this perfectly. The front counter is finished in a sleek black design with the words “Cornwall at its very heart” prominently displayed—providing not only product access but also strong brand recognition for commuters and travellers alike.
Behind the counter, well-lit menu boards and efficient layouts help staff deliver fast, quality service, reinforcing the brand’s focus on freshness and customer satisfaction.
Collaborative Project Delivery
This store was delivered as part of a broader fit-out and rebranding project, led by SSP UK & Ireland. We worked closely with key stakeholders including:
- Deneuvo Projects Ltd – for main construction and shopfitting
- Giuseppe Pomarici and team – for finishing and detailing
- Sean Fenton (SSP Property Project Manager) – overseeing coordination and delivery
Despite the logistical challenges of working within a live transport environment, the project was delivered smoothly, on time, and to exacting standards.
The Result
The store officially opened in July 2025 and has already proven to be a hit with customers. With strong sales and footfall, the outlet showcases how design, branding, and equipment can come together to create a memorable and efficient food retail space. West Cornwall Pasty Company has confirmed that three additional store launches are already in the pipeline.
Contact us now
This project highlights Counterline’s ability to deliver custom, high-performance food display solutions that elevate the customer experience while meeting the unique operational challenges of high-traffic locations like major UK train stations. Contact us today and find out more!
