Baking & Snack - August 2015 - 69

SOMETIMES IT'S
WHO YOU KNOW

keting, who also indicated that spices
and bold flavors are gaining popularity
with the bakery's foodservice accounts.
From the operator's perspective,
manpower - its cost and scarcity - is
an area of growing concern. "The industry is migrating toward labor-saving
product formats, and foodservice operators are identifying the bakery category as one that's relevant to them,"
Mr. Hanson said, pinpointing a need for
par-baked and thaw-and-serve formats
in foodservice kitchens. "We're hearing
the quality of products in the laborsaving formats is outstanding today. It's
consistent, high-quality, saves time and
has less waste."

Authentic differentiation
The challenge that comes with so many
bakers consistently turning out superior
product is that there's eventually a lack
of differentiation, followed by concern
about how foodservice operators and
retailers can set themselves apart. In
that respect, bakers are relying on authenticity - of their products and their
brands - to carve out a niche for their
customers.
When it comes to the Philly cheesesteak sandwich, Philadelphia-based
Amoroso's Baking Co. built its brand
around this specialty. "We are known for

Priding itself on its family-owned heritage, Eli's
Cheesecake celebrates its 35th Anniversary at the Taste of
Chicago Festival.
Eli's Cheesecake

our hearth-baked rolls and cheesesteak
sandwiches," said Jesse Amoroso, vicepresident. "We make products for many
applications, but the institution of the
Philly cheesesteak builds a lot of momentum for us," he said.
The loyalty of the bakery's foodservice
customers in turn feeds the love consumers have for the signature sandwich.
"We're playing on the romance of the
Philly cheesesteak, and that's what makes
us so recognizable. In fact, many out-ofstate steak shops want to wear Amoroso's
t-shirts to show they use an authentic
Philadelphia product."
Damascus Bakery, Brooklyn, NY, also
plays on the love affair people have with
its Brooklyn Bred Bistro line of products,
which include naturally fermented pizza
crusts, flatbreads, buns and breadsticks.
According to David Mafoud, principal,
the bakery formulates for authenticity,
always keeping consumers - and their
palates - in mind. "We're not making
bread for everyone," Mr. Mafoud indicated. "We're making it for people who love
to eat bread."
Brooklyn Bred products take aim at
foodie consumers, such as those who

hile planning to earn both a
master of science and doctorate
degree in biology, Norman Fox wanted
something to do "on the side." His "something on the side," was the Donut Den
which turned into a 33-year success.
When Norman decided to open a
doughnut shop, a friend, Herb Stewart,
introduced him to Oliver Harlow, founder
of Honey Flush Donuts, a 40-store chain.
Stewart and Harlow helped Norman open
the Donut Den, in July, 1973, in Nashville,
Tennessee. "Oliver Harlow not only
inspired, but gave me valuable practical
advice," said Norman.
Harlow started using International®
Bakers Services (IBS) flavorings in the
1960s, and suggested that Norman do the
same. He highly recommended
Cinnamon-Butter Blend. Today, that flavor
is the secret ingredient in the Donut Den's
Apple Fritters-their most popular product. "There is no other type of cinnamon
flavoring that makes the product taste this
good," stated Norman.
Consistency is the key to success in
any business. Maintaining a core product
line and keeping up with new trends keeps
regular customers coming back and
attracts new customers as well. "Another
secret to help ensure consistent quality is
our own Harold Graves, the cook for the
Donut Den for over 30 years," Norman
stated. But he attributes his 33 years of
success to following Harlow's recommendation-relying on the flavors from
International® Bakers Services. "Their flavors are consistently the best," according
to Norman.
Norman was a graduate student during
the first four years of the Donut Den.
After earning his doctorate degree, he
taught in university classrooms. But it
was a friend of a friend who taught him
his most valuable business lessons.
Sometimes it's who you know that helps
the most.
If you value consistent quality, you
should get to know International® Bakers
Services. Contact us toll-free at (800)
345-7175, by fax at (574) 287-7161, or in
writing at 1902 North Sheridan Ave.,
South Bend, Indiana 46628. We have the
flavors your customers deserve.

Baking & Snack - August 2015

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