Case study: Hummingbird Bakery.

New phone system to improve customer service and boost sales and profit.


The Hummingbird Bakery is one of London’s most recognisable brands. Founded in 2004, Hummingbird Bakery is an American-style bakery bringing the authentic taste of American home baking to London. The company opened its first branch on Portobello Road in Notting Hill and has since opened a further six branches across London in South Kensington, Soho, Spitalfields, Islington, Richmond and Guildford.



Expansion meant that The Hummingbird Bakery phone system was fast becoming outdated. Expensive, inflexible and providing no direct way for stores to communicate with each other, the existing phone system was also the cause of a more pressing problem; it was costing the bakery business.


With the help of Unifi Communications, The Hummingbird Bakery upgraded to a Cisco phone system based on the Cisco Communications Manager Express solution. With the Cisco Communications Manager Express call processing software residing on a Cisco Integrated Services Router at head office, the Cisco IP Phones at each store connect back to the central phone system across an IP VPN connection. This allows efficient and free communication between each branch and head office and the centralisation of order taking and customer services. Hummingbird can now publicise one number that is answered by trained contact centre agents. With all incoming calls answered centrally, each store can now get on and do what it does best – baking cakes.

To further reduce cost, Hummingbird utilise Unifi’s SIP Trunking solution, which provides over 50% savings over their previous BT ISDN 30 circuit. Calls from all branches travel across the site to site VPN and breakout over the central SIP trunk so all branches utilise Unifi’s cheap calling rates.

Due to the importance of the phone system to their business, Hummingbird also takes advantage of Unifi’s managed services. This provides Hummingbird with the peace of mind that if something does go wrong, Unifi’s experts are on hand to proactively resolve any issues quickly so there is minimal impact on the continued success of their business.

Deployment Highlights.

Unifi Comms
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