Buttercup’s 26-Year Survival Story

The millennium was predicted by many to signify the end-of the-world, but for entrepreneur Jayne Day, it signified the beginning of her business – Buttercup Sandwiches – and 26 years later, she is still going strong.

Based in Kidlington in Oxfordshire, Buttercup Sandwiches has withstood it all and continues to provide made-to-order sandwiches, buffets and banquets to consumers and businesses within an 8-mile radius.

Homemade Classics That Keep Customers Coming Back

“My mum was a great baker, so food was a big part of my childhood, and it was always an area of interest when I was thinking of a career,” says Jayne. “I think our success is based on our personal approach. People like to know who’s making their sandwich, they enjoy the care we put into each and every one and the personalisation. We have one price so whether you order plain cheese or something a bit more creative, customers can pimp theirs up exactly how they want them at no extra cost. It’s definitely a key reason why our local customers keep coming back.”

While in many cafés and sandwich shops some of the more traditional fillings such as cheese and pickle are being overlooked in favour of international flavours, Jayne explains that her customers seem to buck this trend. “We have a wide selection of different flavoured chicken fillings and are always running specials, but our customers tend to stick to the British classics. Toasted paninis are probably the biggest innovation our customers have taken to. Our tuna melt with red onion is one of our top sellers. I use a wide range of Country Range products, including a variety of the seasonings, sauces and condiments. The Country Range Small White Baguettes are also a terrific product that are easy to use and store.”

From Setbacks to Sweet Success

Prior to covid, Jayne had a team of four, but as the majority of her custom was supplying workers from other businesses, the pandemic hit them hard. To make matters worse, not long afterwards her premises were sold with the new landlord providing no notice and locking them out. This left Jayne at a crossroads.

“I knew finding new premises and moving into them was going to be a massive job and expense and with three grandchildren, I seriously thought about whether it was time to pack it in. In the end, my love of the work and my long-standing customers made me realise I wasn’t finished yet.”

With just herself making all the food and one delivery driver, it’s never been as busy for Jayne but ever the entrepreneur, she is not resting on her laurels. “The buffets and banquets are definitely growing again so that will be a focus this year, but I am also going to start offering cakes and desserts. We already offer freshly baked cookies, which have been selling well. Sweeter options have definitely become affordable treats so I think they could be a business booster.”