bakingbuyer - March 2011 - (Page 48)

CONSUMER PURCHASING Graduation day is one of the most important in many people’s lives. And cakes are often at the center of big graduation celebrations. You probably have several ideas about what types of cakes you would like to make this graduation season, which typically runs from early May to late June. But have you taken any time to think what it is that consumers Graduates Take the Cake will be looking for? Deciding where to purchase a graduation cake is a process of elimination for many people, involving a wide-range of factors. First, they want to make sure they choose the “right” bakery, which hinges largely on recommendations from family and friends. Consider printing a small brochure or flyer that highlights your graduation cake program, and sending it home with your current customers to pass along to any graduates they may know. You can also drop off some of the same brochures at your local schools for the students themselves to take home. After consumers decide which of their local bakeries are worth visiting based on recommendations and/or persuasive advertisements, their next step is usually to price out each one. Do some research on the price points of the other bakeries in your area to make sure yours are competitive, and adjust accordingly. Timing is also important to those in the market for a graduation cake. Some graduates will order their cake several weeks in advance. But there will undoubtedly be others that wait until the last minute. Do your best to adjust your production schedule The Decision Process at a Glance Here is an at-a-glance list of the factors that are most important to consumers when deciding where to purchase their graduation cakes: • The bakery was recommended by family or friends • The price is right • The cake can be done in time for the party • The bakery offers cakes in the desired flavor(s) and size(s) • The bakery can execute the desired decorations to accommodate both extremes and everything in between. You will also have to convince graduates that your cakes taste good. Think about baking off several bitesized cake samples so customers can try a few different flavors. If possible, allow your customers to choose two different flavors for their final cake, and make it half and half. And be prepared to give advice about cake size. Most graduates will simply tell you the number of anticipated party guests and take your recommendation about how much cake they will need. The final factor is perhaps the most important—design and decorations. Popular graduation cake decorations include edible photographs, personalized messages (graduate’s name; graduation date; meaningful quotations), images of future professions (if the graduate is becoming a teacher, school books and an apple, for example), and school colors, logos and mascots. Turn to DecoPac, Lucks, Bakery Crafts and Icing Images for help. And before you use any school’s licensed insignia, be sure to read Baking Buyer’s guide to becoming a licensee on page 28. ANNA COMSTOCK 48 · BAKING BUYER · MARCH 11

Table of Contents for the Digital Edition of bakingbuyer - March 2011

bakingbuyer - March 2011
EDITOR’S NOTE - Reacting to the Economy
CONTENTS
CONTENTS
INDUSTRY NEWS
RBA to Relocate Headquarters
Caravan Names Director, Food Ingredient Sales
Bread Bakers Guild Adds to Board
Hobart Launches “Get Back to Scratch”
Gonnella Baking Promotes Dan Herzog
Danisco Takes Food Protection Gluten-free
IDDBA Speakers for 2011 Show
Expert Baker Joins New French Bakery
Green Baking
Bakery Toolkit
The Power of Promotions
CONTENTS
Inside and Out
Turn Impulse into Volume
Promote Personal Connections
Package, Protect, Promote
Loyalty Rewards
Shopper Spotlight
A Hot Concept
What’s Baking in Semifreddi’s Ovens
Team USA Profile
USA WINS SIGEP BREAD CUP
The Final Results of the Sigep Bread Cup 2011
A Guide to GRADUATION Cake Licensing
Your Options
Related Defi nitions
Here Comes the Groom's Cake
Personal Touch
Pillow Talk
Social Circles
How to Mold Filled Chocolate Candies
Alternative Method for Larger Jobs
Signature Sandwich Breads
Graduates Take th e Cake
Uncertain Times
Bake Your Own Signature
More Cake, Please
Word of Mouth
Creative Inspirations
THUMBS UP FOR GOURMET COFFEE
SANITATION Takes Center Stage
Production Schedule
FEATURED PRODUCTS
PRODUCT SHOWCASE
MARKETPLACE NETWORK
AD INDEX
BAKER’S DOZEN
BakeMark's Panaderia
CARTA DE INTRODUCCIÓN - Fusión Cubana
INTRODUCTORY LETTER - Cuban Fusion
Panes Dulces
Pasteles de Graduación
La Demanda Crece Por Platillos Étnicos y Opciones de Mejor Valor
Fusión Cubana
Porto’s Bakery & Café
Tropicana Bakery & Cuban Café
Reyna’s Bakery
Panadería La Mexicana
La Estrella Bakery
El Fogón
NUEVOS PRODUCTOS DE TRIGAL DORADO
CALENDARIO DE DÍAS FESTIVOS
FÓRMULAS
Sweet Breads
Wheat is on the Rise
Graduation Cakes
The Busy Graduation Season
Plan Ahead!
Demand Rising for Ethnic Fare and Value Options
Cuban Fusion
Porto’s Bakery & Café
Tropicana Bakery & Cuban Café
Reyna’s Bakery
Panadería La Mexicana
La Estrella Bakery
El Fogón
CALENDAR
NEW PRODUCTS FROM TRIGAL DORADO
FORMULAS

bakingbuyer - March 2011