Privacy policy

Last updated: 8 May 2026

Patisserie Valerie respects your privacy and is committed to protecting your personal data. This Privacy Notice explains how we collect, use and protect personal data about our customers, website users, loyalty scheme members, job applicants and other people who interact with us.

This Privacy Notice applies when you visit our website, place an order, make a booking, visit one of our stores, contact us, apply for a job, use our Wi-Fi or otherwise deal with us.

For data protection purposes, the controller of your personal data is:

Patisserie Valerie Production Limited
146–156 Sarehole Road
Birmingham
B28 8DT
Email: privacy@patisserie-valerie.co.uk

References to “Patisserie Valerie”, “we”, “us” and “our” mean Patisserie Valerie Production Limited and, where relevant, other companies in the Patisserie Valerie group.

1. The personal data we collect

The personal data we collect depends on how you interact with us. It may include:

Information you give us

your name, address, email address, telephone number and postcode;
your date of birth, where relevant, for example for promotions or age-related checks;
your order, booking, payment and delivery details;
information you provide when contacting us, making a complaint or giving feedback;
your preferences, interests, reviews and survey responses;
loyalty scheme, gift card or promotional account details;
social media username and profile information, where you interact with us on social media;
job application information, including CV, employment history, qualifications, references and right-to-work information;
health, allergy or dietary information where you choose to provide it to us or where it is needed in connection with an incident, complaint or booking.

Information we collect automatically

When you use our website, apps or digital services, we may collect:

IP address, device ID and browser information;
operating system and platform;
pages viewed, links clicked and products searched for;
website journey information, including date and time of visits;
approximate location information;
cookie and tracking technology information.

Please see the Cookie Policy for more detail.

Information collected in our stores or premises

Where relevant, we may collect:

CCTV images for safety and security purposes;
incident or accident report information;
information relating to complaints, refunds, payments or customer service issues.

Information from third parties

We may receive personal data from third parties such as:

delivery partners;
payment providers;
booking platforms;
marketing and analytics providers;
social media platforms;
recruitment agencies and job boards;
referees and background-check providers, where relevant to a job application.

2. How we use your personal data

We use personal data for the following purposes:

Purpose	Types of data used	Legal basis
To process orders, bookings, payments, refunds and deliveries	Contact, order, payment and delivery details	Contract; legitimate interests
To provide customer support and respond to enquiries or complaints	Contact details and correspondence	Legitimate interests; legal obligation
To operate our website, apps and online services	Technical, usage and account data	Legitimate interests; consent for non-essential cookies
To send service messages, such as order confirmations or changes to services	Contact and order details	Contract; legitimate interests
To send marketing by email, SMS or other electronic means	Contact details and marketing preferences	Consent or soft opt-in, where permitted by law
To personalise offers, content and advertising	Purchase history, website activity and preferences	Consent, where required; legitimate interests where permitted
To run competitions, promotions and surveys	Contact details and promotion entries	Consent; contract; legitimate interests
To improve our products, stores, website and services	Customer feedback, usage data and transaction data	Legitimate interests
To protect our customers, staff, premises and assets	CCTV, incident reports and transaction data	Legitimate interests; legal obligation
To prevent fraud and protect our business	Transaction, payment and technical data	Legitimate interests; legal obligation
To assess job applications	Application, CV, references and right-to-work information	Contract steps; legal obligation; legitimate interests
To comply with legal, regulatory and tax obligations	Relevant records and correspondence	Legal obligation

Where we rely on legitimate interests, we only do so where we have considered your rights and freedoms and concluded that our interests are not overridden by them. You have the right to object to processing based on legitimate interests.

Where we rely on consent, you may withdraw your consent at any time.

3. Marketing

We may send you marketing about our products, offers, promotions, events, competitions, loyalty scheme and services.

We will only send electronic marketing, such as email or SMS, where we have your consent or where the law allows us to rely on a soft opt-in. A soft opt-in may apply where you have previously bought goods or services from us, or shown interest in doing so, and we are marketing similar products or services to you.

You can opt out of marketing at any time by:

clicking the unsubscribe link in our emails;
following the opt-out instructions in our SMS messages;
emailing privacy@patisserie-valerie.co.uk.

If you opt out, we will keep a record of your request so that we do not contact you again for marketing purposes.

We may still send you service messages, such as order confirmations, delivery updates, changes to terms, safety notices or other non-marketing communications.

4. Cookies and similar technologies

We use cookies and similar technologies on our website.

Some cookies are necessary for the website to work. Others help us understand how visitors use our website, improve our services, personalise content and measure the effectiveness of our advertising.

Where required by law, we will ask for your consent before using non-essential cookies. You can manage or change your cookie preferences through our cookie settings tool.

For more information about the cookies we use, why we use them and how long they last, please see our separate Cookie Policy.

5. Payment providers and checkout services

Where you make a purchase, your payment may be processed by third-party payment providers. These providers process your payment details securely and may act as separate controllers for certain payment-related processing.

Where we offer payment options through third-party providers, such as Klarna or similar services, we may share relevant contact, order and payment information with that provider so that it can assess and provide the payment service. The provider’s own privacy notice will also apply.

6. Advertising, analytics and social media partners

We may use third-party tools and platforms to help us understand how customers use our website, measure advertising performance and show relevant adverts. These may include analytics providers, advertising networks, social media platforms and affiliate marketing partners.

Where these technologies involve cookies or similar tracking tools, we will only use them where permitted by law and, where required, with your consent.

Further information is available in our Cookie Policy.

7. Who we share personal data with

We may share personal data with:

companies in our group;
IT, hosting and website support providers;
payment providers;
delivery and logistics providers;
booking and reservation platforms;
customer service and communications providers;
marketing, advertising and analytics partners;
professional advisers, including lawyers, accountants, auditors and insurers;
recruitment agencies, job boards and background-check providers;
regulators, law enforcement bodies, courts or public authorities where required;
a buyer or potential buyer if we sell or restructure all or part of our business.

We only share personal data where necessary and, where appropriate, we require service providers to protect it and use it only for the agreed purpose.

We will not sell your personal data.

We will not share your SMS marketing opt-in data or consent status with third parties for their own marketing purposes.

Where we share personal data with third parties for their own marketing purposes, we will only do so where you have consented or where otherwise permitted by law.

8. International transfers

We may transfer personal data outside the UK, Ireland or the European Economic Area where our suppliers or service providers are located in other countries.

Where we do this, we will ensure appropriate safeguards are in place. These may include:

adequacy decisions or regulations confirming that a country provides adequate protection;
standard contractual clauses approved for use under UK or EU data protection law;
the UK International Data Transfer Agreement or UK Addendum;
other safeguards permitted by applicable data protection law.

9. How we protect personal data

We use appropriate technical and organisational measures to protect personal data. These include, where appropriate:

secure access controls;
password protection;
encryption;
secure payment processing;
restricted access to personal data;
monitoring and testing of our systems;
staff training and internal policies.

No internet transmission is completely secure. However, once we receive your personal data, we use procedures and security measures designed to prevent unauthorised access, loss or misuse.

10. How long we keep personal data

We keep personal data only for as long as necessary for the purposes described in this Privacy Notice.

Retention periods vary depending on the type of data and the reason we hold it. For example:

Type of data	Typical retention period
Customer orders and transaction records	Up to 7 years for accounting and tax purposes
Customer service records and complaints	Usually up to 6 years
Marketing records	Until you opt out or your data is no longer needed
Suppression records for marketing opt-outs	As long as needed to respect your opt-out
CCTV footage	Usually a short period unless needed for an investigation or legal claim
Accident and incident records	As long as needed for health and safety, insurance and legal purposes
Job application records	Usually up to 6–12 months for unsuccessful applicants, unless a longer period is justified
Employee data	Covered by separate internal privacy information

When we no longer need personal data, we will delete it, anonymise it or securely destroy it.

11. Special category data

Special category data includes information about health, allergies, disability, race or ethnicity, religion, trade union membership, biometric data and similar sensitive information.

We will only collect and use special category data where necessary and where we have a lawful basis to do so. This may include where:

you have given explicit consent;
it is needed for health and safety reasons;
it is needed to handle an incident, complaint or legal claim;
it is required for employment or recruitment purposes;
it is otherwise permitted by law.

12. Your rights

Under data protection law, you may have the right to:

access the personal data we hold about you;
ask us to correct inaccurate or incomplete data;
ask us to delete your data;
ask us to restrict how we use your data;
object to certain processing, including direct marketing;
withdraw consent where we rely on consent;
request a copy of certain data in a portable format;
object to decisions based solely on automated processing, where applicable.

These rights are not absolute and may be subject to exemptions.

To exercise your rights, please contact us at privacy@patisserie-valerie.co.uk or write to:

Data Protection Coordinator
Patisserie Valerie Production Limited
146–156 Sarehole Road
Birmingham
B28 8DT

We may need to verify your identity before responding to a request.

13. Complaints

We would appreciate the chance to deal with any concern first. Please contact us at privacy@patisserie-valerie.co.uk.

You also have the right to complain to a data protection regulator.

In the UK, you can contact the Information Commissioner’s Office at www.ico.org.uk or by calling 0303 123 1113.

In Ireland, you can contact the Data Protection Commission at www.dataprotection.ie.

14. Links to other websites

Our website, emails or social media pages may contain links to third-party websites. Those websites have their own privacy notices and terms. We are not responsible for how they collect or use your personal data.

Please read their privacy notices before submitting personal data to them.

15. Employees and workers

This Privacy Notice is aimed at customers, website users, job applicants and other external individuals.

Current and former employees, workers and contractors are covered by separate internal privacy information and employment documentation.

16. Changes to this Privacy Notice

We may update this Privacy Notice from time to time. Any updated version will be posted on our website. Where appropriate, we may also notify you by email or another suitable method.

17. Contact us

For questions about this Privacy Notice or how we use your personal data, please contact:

Data Protection Coordinator
Patisserie Valerie Production Limited
146–156 Sarehole Road
Birmingham
B28 8DT
Email: privacy@patisserie-valerie.co.uk