Story by Maggie Glisan
KANSAS CITY, MO — In-store bakeries (ISBs) are finding new ways to offer custom solutions beyond birthday cakes. Anne-Marie Roerink, president of 210 Analytics, said she’s seeing creative cross-department merchandising such as displaying fresh-baked brioche buns next to gourmet burgers to eliminate some of the mental load for consumers.
Even though inflation still impacts how consumers shop — 89% perceive groceries as being more expensive than last year according to a September 2023 Circana primary shopper survey — convenience remains important.
Whitney Atkins, VP of marketing at the International Dairy Deli Bakery Association, suggested bakers think more holistically about how they can provide value.
“Do you have fresh bread to complement dinner?” she said. “Is it easy to find? Do you have cupcakes and cookies up front for neighborhood school parties? What about bakery trays and larger-sized packages for groups?”
Offering smaller or individual serving sizes is another way ISBs can meet consumer needs.
“These smaller serving sizes give people the option to still have a little bit of indulgence and a little bit of everyday happiness while sticking to their budget,” Roerink said.
Bakers are also thinking outside of what is traditionally expected to provide unique experiences for customers.
Marissa Velie, education and certification director for Retail Bakers of America, has noticed a movement to offer savory items alongside the customary fresh-baked bread and sweet goods.
“Whether it’s with laminated pastries or different varieties of croissants or tarts, a lot of bakers are leaning more savory,” she said. “You might think about a spinach croissant or a ratatouille tart with all these vegetables in it. It’s a really smart strategic move for bakeries.”
Consumers gravitate toward classics with a twist, and bakers are experimenting more with unique flavor profiles.
“Whether that’s using ingredients like purple yams or sesame, or the explosion of mochi everything, bakers are more willing to think outside of what’s considered traditional in bakery,” Velie said.
Roerink said she’s seeing not only an uptick in interest toward less familiar flavor profiles but also an increased specificity to regional flavors, whether that’s Korean, Caribbean or Vietnamese.
And if bakers aren’t highlighting these offerings on social media, they’re missing a big opportunity.
“It’s all about getting yourself noticed on social media — Instagram, TikTok — and personalizing your bakery,” Velie said. “It’s not only about showing the products, but it’s also important to show some of the personality of the staff to make yourself stand out. Retail bakeries have always had an important role in the neighborhood, and they’re more than their products. They’re a vital part of a vibrant community and bakeries need to lean into that and remember it’s kind of their superpower.”
This story has been adapted from the December | Q4 Craft to Crumb mini-mag. Read the full story in the digital issue here.
