bake - August 2012 - 36
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BY JOHN UNREIN Seasonal merchandising opportunities are gaining importance within the bakery business, which relies heavily on impulse purchases to drive higher sales. This is equally true for Hispanic bakeries in the Phoenix marketplace, where Hispanics are having a profound influence on local food culture. Fernando Barcenas, store director for El Rancho
ow on h d dy e stu ting an a cas adap s offer ies are ix . hoen c baker P hare s ni rket ispa H ma ing grow
“It’s unbelievable how important holidays can be. Even for Thanksgiving, which is not a traditional Hispanic holiday, I hang a decorative Thanksgiving turkey up in the store to remind people of this holiday. We will have Hispanic families buying madefrom-scratch apple pies and pumpkin pies. It’s a big time of year for us. I hear some people say, ‘I don’t even know what Thanksgiving is, but I’d like to celebrate.’ This is why I always encourage our people to celebrate this holiday.” As the slow economic recovery continues, research indicates these cost-cutting behaviors are persisting and will continue to do so in the immediate future. This has resulted in a “new normal,” reshaping consumer shopper patterns. Omar Alvarez, director of operations for Tortas Paquime, which operates four retail bakeries in
Market in Chandler, AZ, says they depend on seasonal occasions to attract new shoppers into the store and boost sales in the bakery department. During late October, El Rancho Market’s bakery staff and other employees dress up in Halloween costumes for Halloween, when the store offers specials on orange-frosted cupcakes, cakes and cookies. The store also features traditional Hispanic breads in the shape of “bones” for Day of the Dead (Dia de los Muertos), a Mexican celebration on Nov. 1-2. “Even though this time of year is more about Dia de los Muertos for Hispanics, I always encourage our employees to dress in Halloween costumes for Halloween,” Barcenas says, pointing out the importance of including all types of customers in seasonal celebrations.
36 < AUG 2012 | bakemag.com
http://www.bakemag.com
bake - August 2012
Table of Contents for the Digital Edition of bake - August 2012
bake - August 2012
Editor's Note - The elusive consumer
Contents
News Bites - Team USA Shines at Pastry Event
RBA Honors Kalupa
Ponsford, Faber Receive Top Award
Bunge Opens Culinary Center
Chefmaster Moves to New Plant
Fritsch to Show Wood-Fired Oven
Hot Bread Opens in Harlem
Connect to a Cause
Management - Make Your Mark
Tax Tips - A Family Affair
Labor Front - Worker's Compensation
Legislation - Californians Ask for Right to Know
Ingredients - Sweetening Naturally
Follow the Money
Keeping It Clean
13 for '13
Rise of the Panaderia
Center Cake
Fulfilling a Need
Transitioning to New Crop Flour
Chain News
Laminating with Whole Grains
Cafe - Novelty to Go
Products
Showcase
Classifieds
bake - August 2012 - Editor's Note - The elusive consumer
bake - August 2012 - 2
bake - August 2012 - 3
bake - August 2012 - 4
bake - August 2012 - Contents
bake - August 2012 - RBA Honors Kalupa
bake - August 2012 - Bunge Opens Culinary Center
bake - August 2012 - Connect to a Cause
bake - August 2012 - 9
bake - August 2012 - Management - Make Your Mark
bake - August 2012 - 11
bake - August 2012 - Tax Tips - A Family Affair
bake - August 2012 - 13
bake - August 2012 - Labor Front - Worker's Compensation
bake - August 2012 - 15
bake - August 2012 - Legislation - Californians Ask for Right to Know
bake - August 2012 - 17
bake - August 2012 - Ingredients - Sweetening Naturally
bake - August 2012 - 19
bake - August 2012 - Follow the Money
bake - August 2012 - 21
bake - August 2012 - 22
bake - August 2012 - 23
bake - August 2012 - 24
bake - August 2012 - 25
bake - August 2012 - 26
bake - August 2012 - 27
bake - August 2012 - 28
bake - August 2012 - Keeping It Clean
bake - August 2012 - 30
bake - August 2012 - 31
bake - August 2012 - 32
bake - August 2012 - 13 for '13
bake - August 2012 - 34
bake - August 2012 - 35
bake - August 2012 - Rise of the Panaderia
bake - August 2012 - 37
bake - August 2012 - 38
bake - August 2012 - 39
bake - August 2012 - Center Cake
bake - August 2012 - 41
bake - August 2012 - 42
bake - August 2012 - 43
bake - August 2012 - Fulfilling a Need
bake - August 2012 - 45
bake - August 2012 - 46
bake - August 2012 - 47
bake - August 2012 - 48
bake - August 2012 - Transitioning to New Crop Flour
bake - August 2012 - Chain News
bake - August 2012 - 51
bake - August 2012 - 52
bake - August 2012 - 53
bake - August 2012 - Laminating with Whole Grains
bake - August 2012 - 55
bake - August 2012 - 56
bake - August 2012 - 57
bake - August 2012 - Cafe - Novelty to Go
bake - August 2012 - 59
bake - August 2012 - 60
bake - August 2012 - 61
bake - August 2012 - Products
bake - August 2012 - 63
bake - August 2012 - Showcase
bake - August 2012 - Classifieds
bake - August 2012 - 66
bake - August 2012 - 67
bake - August 2012 - 68
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