NEW YORK — After branching further into the CPG space earlier this year, Magnolia Bakery continues to reach for new customers with an exclusive product created in partnership with and distributed by DoorDash.
The brands came together to create a Peanut Butter with Chocolate Chunk flavor of Magnolia Bakery’s signature banana pudding that can only be ordered through the delivery service.
“What excites me most about our partnership with Magnolia Bakery is how we’re enabling such a beloved, local cult-favorite brand to reach customers nationwide through our platform, offering a limited-edition, exclusive and irresistible flavor.” said Emma Stockdale, director of new verticals at DoorDash. “We’re thrilled to deepen our partnership with Magnolia Bakery and support their growth by bringing their iconic desserts directly to more people across the country, and we can’t wait for customers to give it a try.”
Magnolia Bakery has worked with DoorDash as a strategic partner for about 18 months, according to Eddie Revis, the bakery brand’s chief commercial officer. The brands’ partnership kicked off with the distribution of the Magnolia Bakery Banana Pudding Cookie.
“Through working with DoorDash, we found a really engaged audience,” Revis shared. “Our products resonated really strongly with their app user, and it led us to dig deeper with them and figure out, ‘How can we work with you in a bigger capacity? How can we develop something really special that brings the magic of our brand to what your customers are looking for?’”
Bobbie Lloyd, Magnolia Bakery’s chief baking officer and CEO, used feedback from DoorDash, in addition to the dozens of banana pudding varieties the bakery has released in its brick-and-mortar shops previously, to develop the exclusive flavor.
“We got it in one meeting,” Revis said. “We brought a ton of options, and it was such a knockout flavor. Bobbie never misses with the recipe.”
In addition to creating the flavor, the brands also worked closely throughout the development stages, down to the packaging, brand photography and launch marketing.
“It’s an incredible partnership, and we’re thrilled to be in it with them and continue to learn and grow together,” Revis said. “At the end of the day, they’re with us on this journey of bringing Magnolia Bakery into homes across the country. They just so happen to do it through an app versus the grocery store or another traditional model.”
The collaboration with the delivery service has bolstered the bakery brand’s presence and helped it reach millions of customers nationwide. Since its launch, Magnolia Bakery has seen customer pictures from several states including California and Texas.
“People are enjoying the product for what it is — a delicious, indulgent dessert — but also delivering on the promise that DoorDash and [Magnolia Bakery] want, which is getting iconic, delicious desserts to your door in under 30 minutes,” he shared. “It gives people a chance to indulge in our brand and what they love about us without having to get on a plane to New York City, Chicago or LA. It’s really exciting to see customers’ positive responses and a sort of fandom rise up around this, not only because it’s an exclusive flavor but because they know what they’re going to get from Magnolia Bakery is top tier.”
As one of the largest partnerships for Magnolia Bakery in terms of product development, the exclusive DoorDash collaboration is helping the company gain additional insights on distribution and growth.
“It’s teaching us as a company and bakery a lot about what’s working and what’s not in terms of distributions and how to get products out there beyond our bakeries,” Revis concluded. “It’s a learning opportunity for us to see where else we can go for it. We’re giving our attention and priority to DoorDash right now as we launch this and see where it goes. It’s giving us a lot of insight, tools, intelligence and excitement for what could be next for us.”
