inspiring
ideas on
Bread
Discover our 60 inspiring ideas on Bread
1
Your customers know your core products Use spotlights to visually showcase the novelties in your range. This will stimulate the customer and drive additional sales next to the usual bread sales.
2
Use bread bags as an additional support of communication. You can communicate about breads and their positive features.
How well does your shop assistant know your breads? A well-trained and educated employee, with a vast knowledge about bakery and delivering a great service will drive your sales. The shop assistant being the frontline of your shop, he/she is in direct contact with the customer and can make the difference.
3
4
Do not hesitate to implement periodic sales actions in your bakery to encourage consumers to purchase bread - for example, promotions and tastings. E.g. “a week with rye bread, with roll, with baguette, etc.� These actions may drive impulse buying, and translate into a bigger average consumer spend.
5
Install flatscreens in your bakery You can run movies of the bread making process or informational videos about your products. This will serve a double objective: inform your customers about your products and way of working, and make the queuing more entertaining and enjoyable.
6 Align with local initiatives promoting nutrition in bread and take advantage of their communication material to put them on your counter!
7
15
Create some sales promotion to drive cross-selling. For example, when purchasing a loaf of bread, a customer receives a sample of a different type of bread, which you want to promote, for free.
8 Next to taste, crumb freshness is a very important quality criteria for your customers. Do you know which texture your customers prefer? Should the crumb be soft, moist or even a bit sticky?
9
Do not throw away Don’t throw away your unsold crusty rolls and baguettes. Donate them to social initiatives such as your local soup kitchen or homeless shelter. (If they sprinkle water on the rolls/baguettes and put them in the oven for 3 minutes at 220°C, they’ll have great crusty products!)
10 Bread consumers LOVE the smell of fresh bread. Try to allow the odours of your working space to reach the frontline of your shop or even the street; for example, through ventilation.
11 Implement an online ordering system, so your customers won’t have to queue in the shop. It will prove a much-appreciated special service that differentiates you from the competition.
12
Who is the star of the bakery? Yes, YOU, the baker! Be IN the shop. Talk to your customers. They want to know you. It will also help you to better understand what they like or do not like.
13 Sell gift vouchers, so customers can spend a certain amount and offer it as a gift to friends, family... who in turn will visit your bakery (or supermarket).
14 Evaluate the quality of your bread at the moment your customers will enjoy it, rather than immediately after baking.
16 Put the childrens’ delights at their eye height.
17
Install a window between your bakery and the shop. It will increase customer confidence (you don’t have anything to hide) and will increase customer loyalty (as they will feel connected with how the bread was made).
18
The perfect bread for the perfect moment of the day! Suggest some tips and recipes to your customers to inspire them with a perfectly balanced meal, combined with a different bread depending on the time of the day.
19
Advice for consumers: If you freeze a loaf of bread to keep it longer, freeze and thaw as fast as possible. It will stale less fast.
20 Pack your crusty breads in perforated bags, to slow down the loss of crustiness of the bread overtime.
21 Develop a signature bread and sell it to restaurants or catering but make sure your name is tagged on it.
22
Bread is good for health! Write the nutritional tips of the day on a board and make sure you have a product that matches this tip in your shop.
23 Offering prepared sandwiches for lunch will increase the frequency of customer visits and boost your sales.
24
Do you offer some functional breads ? Let your customers know it by pinning the main nutritional benefit on the bread.
Pro tip: Share your new product developments with your five key customers and validate them together before launching.
25
Did you ever try to make a “wedding/birthday bread” in the shape of a wedding/birthday cake?
26
Stimulate “mass” selling on the spot for small bakery products - e.g. “buy 9 rolls, get 1 for free.”
27
28 A key visual, a story, and your customer is almost there. If you have some cereal & grains breads in your range, highlight the story and origins of these cereals & grains with little bread flags.
Desire starts in the street! Make passers-by stop in front of your store and entice them to enter! How? Pay attention to what can be seen in the display window and ensure that attractive breads and some nice decorations (like bags of cereals or breads with interesting shapes) are visible from the street.
29
30 Create some funny bread stickers for the kids to collect.
Think of three good reasons why people should buy products in your shop instead of any other shop, and make sure these are visible to your customers.
31
Who said nutrition was dull? Be creative and differentiate your nutritious breads from the rest of your offering with particular shapes, displays and packaging.
32
All of us watch television. At the coffee machine, we all discuss what’s hot on television right now. Use this to your advantage and promote your bakery with a funny sticker campaign like: “Your baker’s got talent” or “Don’t go anywhere else! Your bread idol works here every day!”
33
34 Shape matters. Every unusual shape or cut increases the value of a bread or roll.
35 Bread goes stale faster in the fridge! Whenever you need to keep your breads at temperatures between 0 - 15째C, the recipe should be adapted.
“We have learned to see in bread an instrument of community between men — the flavour of bread shared has no equal.” Antoine de Saint-Exupéry, French pilot and poet (1900-1944)
36
Put an ideas box in your shop and let your customers inspire you.
37
What would the ideal bakery look like? Can you get there step by step?
38
Consider the use of freezing techniques, they may help you increase the range of bread you offer.
39
Increasing the amount of crust and adding seeds on top are two techniques to increase the crispy experience of a bread crust.
40
Provide unfamiliar breads with a strong story and an ÂŤauthenticÂť touch.
41
Your customers want to be gratified. Increase loyalty by making the buying experience more pleasant. Set up a consumption area in the shop, where people can enjoy a bakery delight (croissant, sandwich, baguette...) and a drink.
42
Information is key to establishing a solid commercial relationship. Take some time to explain to your customers the variety of the breads on offer. Your customers will be eager to learn more about bread composition, fibre content, the advantages of certain grains, etc.
43
If the bread is designed to be crispy, make sure it is crispy, not just a little bit, but a lot. If a bread is meant to be sweet, make sure it is sweet.
44
Develop an eco-bag to give to your customer when they have bought a certain number of breads. This bag will be a free advertising tool for your bakery.
45
Inspire your customers with point of sale promotion. Printed material (posters and leaflets) can be used to give inspiring tips and tricks or other ideas. For example, about eating bread: how? when? where? what occasions?
46
For each eating occasion, a different bread is most suitable. Do you have breads for all eating occasions in your range?
47
Food shows are very popular, and people increasingly like to identify themselves with the best chefs or bakers. Organise workshop/open days “from wheat to flour, from flour to bread� in your bakery for your customers.
48
People like celebrating special days, so adapt the assortment of breads for special holidays. E.g. for Mothers’ Day, have a special ‘lady bread’ in promotion; for Valentine’s Day: make heart shaped breads…
49
When travelling to other countries, take some time to visit bakeries and speak with bakers to exchange ideas. You may get inspiration to improve or expand your product offer.
50
Parents never want to be without bread. You should have at least one bread in your range that has a longer shelf life so she can conserve it over several days.
51
Inspire consumers with new bread ideas, offering them the bread of the month. Let them taste it and give you their feedback.
52
Offer a range of convenient bread products for on-the-go consumption (breakfast and/or lunch) or for bake-off at home (aperitive).
53
Size matters. The smaller the breads (rolls, viennoiserie,‌), the more a consumer will accept a higher price.
54
Offer a small treat for free to children. They will definitely enjoy it and will want to come back.
55
Loyalty cards will increase customer visits to your bakery and ultimately help to increase your sales. For example, buy 6 breads and get the 7th for free.
56
Offer suggestions to customers for pairing bread with wine, cheese or any type of food. They will be greatly appreciated.
115 57
117
“The future of bread lies in its past.” (X. Dahl).
58
Be as descriptive as possible when explaining your variety of breads. For instance, “10-grain bread” or “thanks to the carefully selected grains like spelt…, this bread is a fantastic experience of a sweet melting crumb in combination with healthy crunchy grains.”
59
Food and bread are all about taste and texture.
60
Interested in customers in-depth insights into global and local consumer behaviour, attitudes, choices and future trends related to bakery, pastry, patisserie and chocolate? Visit www.tastetomorrow.com
In 1953, Puratos pioneered the baking industry by creating the very first complete bread improver, the T500. Now, 60 years later, we continue to innovate and help our customers to tackle their daily challenges, so they can offer their customers the best baked goods, without fail.
DISCOVER OUR HISTORY…
60 Years of Bread
T500
S500
KIMO
SOFT’R
1953
1975
1982
1995
Consistency
Security
Freezer Shelf-life
Freshness
Improvement S500 SENSE
Up to the next innovation!
...
INTENS
SOFT’R MELTING
2007
2009
2011
Flexibility
Texture
Peace of Mind
www.puratos.com Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com