Edwards Street Bakery has credited "knowing and listening" to what customers want as the reason for winning the Customer Service Excellence Award.

Fi Gavaghan and Lisa Fraser collected the award which was sponsored by Juice Media, Sparqs, Aagrah and Cobra Beer.

Customers who use the bakery say a positive attitude and smile, as well as a chat about new products, goes a long way when it comes to enjoying their purchase.

The pair said a key part of their work is employing the "right" people - those like the bakery's trainer Katie Baxter who is front of house.

Miss Fraser said: "She’s just brilliant. If you were to try to teach it you couldn’t."

The judges chose the company after it demonstrated how they deliver excellent customer service and showcased their efforts with testimonials and in-depth customer service policies.

One customer said the service at the premises, in Saltaire, is "outstanding".

They said: "From a small bakery with a few teenagers serving a few years ago through to a much bigger premises and many new staff members, there is a consistent customer service that sets them apart".

The pair said the city's diversity is what makes their business thrive, often asking customers from different cultures for advice if they get stuck.

Miss Fraser said: "I think they see Edward Street as their bakery."

The baker also said their good relationship with customers, built up over time, means everyone is happy to help.

Mrs Gavaghan said: "Bradford’s great. We get people from all over the place.

"Everybody brings a little bit of something."

The bakery started out in a house in Saltaire before moving the town's old bookshop.

The bakery is most popular for its pies and its brownies - which one employee says is "probably the best you've ever tasted".

Fi Gavaghan said: "The people that live here have nominated us - and that makes you feel like people want you here."

Other finalists in the Customer Service Excellence Award included Jury's Inn which ranks seven out of 27 in the district, and Expect Distribution, a distribution service found in Low Moor.