Get set... bake!

Cakes and bakes are sure-fire winners when it comes to encouraging customers to trade up, plus they’re easy on your purse strings but offer great margins

There’s not many people out there who can resist a slice of airy Victoria sponge, juicy lemon drizzle or a gooey brownie.

With The Great British Bake Off back on our TV screens, be ready to show off your creations with a selection of cakes and bakes that are irresistible and the perfect partner to hot drinks.

Choice and variety

Have a look at what you offer and see if there are any gaps in what customers are looking for. Sliced cakes, brownies, cookies, muffins and flapjacks are pretty essential.

Offer a range of different cake and brownie flavours, and traybakes that change frequently. Using seasonal ingredients is a big bonus.

You need to have healthier options too – flapjacks with added seeds, dried fruit and nuts, oatmeal cookies topped with fresh fruit and a crumble topping, or beetroot brownies are all more nutritious versions of favourite bakes.

Think creatively about how you can transform a simple bake into something different that customers may not find anywhere else – it’ll give you a real point of difference. Be creative with ingredients too to elevate a simple bake into something special and super tempting.

Highlight those that are suitable for various diets, such as vegan and gluten, sugar and dairy-free. Aim for several choices, not just one.

And don’t forget kid-friendly treats too – cake pops, brightly decorated cupcakes and chocolate-laden traybakes will all tick the box.

If you’re able to bake yourself, be sure to shout about it and flag on handwritten labels and on menu boards to boost those sales.

Top tip: GET YOUR PORTION SIZE RIGHT; A TINY SLICE JUST WON’T CUT IT

Show and tell

Advertise your cake menu clearly to entice customers. Clearly label your selection with name and price so customers don’t have to ask, which may put some off buying.

People eat first with their eyes and there’s few foods more tempting than sweet treats. With that in mind, look at how you display your cakes and bakes and be creative. Really go to town and you’ll reap the rewards. Those arranged on plates, cake stands and boards will appeal to customers more than those stacked in a rack.

Entice customers with these mouth-watering ideas and keep them coming back for more than just a drink

» Put a spicy twist on the classic lemon drizzle by using ground ginger, stem ginger and lime zest.

» Up the traybake stakes with a teacake traybake. Top an oaty biscuit base with fluffy meringue, finished with a coating of chocolate.

» Elevate the humble flapjack by layering up: start with a layer of flapjack, then strawberry jam and desiccated coconut, another oat layer and finish with jam and coconut.

» Forget red velvet, introduce raspberry velvet cake baked with fresh berries.

» Boost the chocolate loaf cake indulgence levels with layers of salted caramel in the batter.

Getting social

Be creative across your social media channels too, particularly Instagram, Pinterest and Snapchat – make the most of a captive audience. It’s a great platform to show off your creations and capture attention with eye-catching photos and snappy copy. You’ll expand your reach to lots more people, many who may not know of your venue. You could even offer the function for people to order through Instagram, for example, for collection or home delivery. Plus, you can post about special offers and what you have to offer.

Top tip: FOLD IN MELTED CHOCOLATE CHIPS TO A BROWNIE MIX TO GET A GORGEOUS FUDGINESS

Our top tips to sales, sales, sales

» Create a separate cake menu. It’ll encourage purchases and stop customers going elsewhere for a sweet hit.

» Offer delivery. Demand is still high for at-home treats.

» For takeaway outlets, focus on brownies, cookies, bars and traybakes that are easily portable.