BakeMark's Bakin N Rockin - August 2011 - (Page 6)

Baking & Banking Make a Sweet Combo Susan and Jose Moreno go together like apple and cinnamon, which happens to be one of the most popular breads sold at their 3-year-old bakery in Brandon, FL. Prior to starting their bakery, Susan spent a career in banking and finance. She met Jose, now her husband, when he was a customer at her bank. Following a different path, Jose came from a long family tradition of baking. His grandfather was a baker in Cuba where Jose worked since he was a teenager. Jose put in long hours and later went to baking school to learn the chemistry of his craft. He eventually came to the United States with dreams in his heart and talent in his hands. “He always wanted to open his own bakery,” Susan says. “But those dreams don’t come true in Cuba.” Today, their dream is alive at Moreno Bakery in Brandon, an eastern suburb of Tampa where there were no bakeries to compete with when they opened in May 2008. The Morenos had recognized that the people of Brandon were hungry for a place like this, given that many would drive 20 miles to buy their favorite Cuban bread and guava turnovers from bakeries in Tampa. “We brought in things that people would traditionally buy in Tampa,” Susan says. “We also offered other traditional baking favorites to make us a complete bakery.” More recently, Brandon has seen an influx of several new bakeries that are dedicated to cakes and cupcakes. Moreno Bakery offers cakes and cupcakes, plus a lot more: pastries, breads, pies, cookies and deli sandwiches, especially Cuban sandwiches made with Genoa salami (a Tampa tradition). “If you are in the mood for cupcakes but your spouse isn’t, you are going to lose that customer,” Susan points out. “We feel like it’s better to offer something for everyone.” When Moreno Bakery first opened, the shop had just two cases in the front – one refrigerated and one dry. Now, they’ve doubled that number and added an espresso machine and a grilled sandwich line. “We always try to respond to the items that people ask for – to address the voice of our customer.” Their customer mix ranges from teenagers to families with young children to senior citizens. Because the Tampa area is home to a diverse mix of different cultures, such as Jewish and Italian, there is ample demand for everything from rugelach (which Moreno Bakery offers in four flavors) to cannoli. The bakery even makes a cannoli cupcake topped with one chocolate-covered cannoli on top of a yellow cupcake iced with vanilla buttercream. The bakery menu is filled with examples of blends and fusions of flavors. Examples include Dulce de Leche cupcakes, raisin babka, and guava gooey butter cake (a St. Louis tradition minus the guava). Guava is such a popular ingredient in Florida that Moreno Bakery adds guava swirls to 3-inch round cheesecakes. Instead of selling cheesecakes by the slice, they make individual cheesecakes in three flavors: guava, chocolate chip, and cherry topped. Their inventiveness carries over to the pie category where they make pie squares in seasonal flavors like pecan. Gooey butter cakes are created in a variety of flavors including pumpkin, sweet potato, vanilla (topped with streusel), and guava. Sometimes, customers bring in recipe requests for old favorites. For example, one customer asked if they made Piña Colada cake, and so they gave it a try. The result turned out to be a delicious sponge cake soaked in coconut syrup, filled with pineapple custard and topped with whipped cream. Susan says she and her husband tap into a huge recipe collection and sometimes just try something new after seeing it in a magazine or while traveling to another city. When they travel, one of their favorite things to do is visit other bakeries. The baking business is their bond.

Table of Contents for the Digital Edition of BakeMark's Bakin N Rockin - August 2011

BakeMark's Bakin N Rockin - August 2011
Production ideas -- How to Broaden Your Donut Variety
Merchandising Tips -- More are Smartphone Shoppers
Product Trends -- Back to School Trends Favor Health
Product Trends
Bakery Profile -- Baking & Banking Make a Sweet Combo

BakeMark's Bakin N Rockin - August 2011