bake - May 2017 - 14

practical marketing

Donut Shop "Takeover"
In a unique marketing event, Callebaut recently joined forces

same passion for chocolate. "Based on the lines out the door

with New York City-based Dough Doughnuts for a special

both days of the event, I think it is safe to say they like Belgian

"Chocolate Doughnut Takeover" at the donut shop's Flatiron

chocolate as much as she does," Madrigal says.

location in Manhattan, where customers sampled donuts made
with Callebaut Belgian chocolate.

The bakery owner pointed out that a lot of customers who visited knew the fame of Belgian chocolate before they arrived, "I

Dough's chef and owner Fany Gerson created 15 ﬂavors of

would love another opportunity to work with the product and

donuts featuring chocolates from Callebaut's ﬁnest Belgian

use the Takeover concept to connect with more of my custom-

chocolate range, made with sustainable cocoa, and the Single

ers directly."

Origin Collection.
"Working with Chef Fany was an amazing experience for CalDonut ﬂavors featured in Gerson's chocolate lineup included

lebaut. Not only did she create stunning donut ﬂavors, but she

White Chocolate Matcha, Brazil Yuzu-Ginger, Java Coconut-

was positive and engaging with all of her customers," Madri-

Lemongrass, Caramelized White Chocolate Espresso, Madagas-

gal added. "We were thrilled to see how she used our Belgian

car Chai Spice, Chocolate Arroz con Leche, Ecuador Chocolate-

chocolate to create her great chocolate story in New York City.

Peanut-Caramel Popcorn, and a mouth-watering Salted Brown
Butter with Candied Almond Crunch.

First opened in 2010, Dough has expanded to ﬁve locations
in the New York City area. Latin American culture and tradi-

"I loved that our customers were curious to try the various

tion was the primary inspiration for many of Dough's signa-

ﬂavors created with Callebaut Belgian chocolate. They were all

ture ﬂavors.

so excited, and wanted to know when the next Takeover would
be. I am happy to say that several of the most popular ﬂavors

Having grown up with hibiscus, for example, Gerson incorpo-

offered (April 1-2) will be available in the future," Gerson said

rated this distinctive ﬂavor into her product line and it quickly

of the event and partnership with Callebaut. Miriam Madri-

became one of her signature ﬂavors. Themes of tropical fruit

gal, Callebaut marketing manager, explained that Gerson had

interlace with traditional Latin American staples, like chocolate

been talking about doing the ﬁrst-ever chocolate takeover of a

chipotle, passion fruit and dulce de leche to produce ﬂavors

donut shop for a while, but wasn't sure if customers shared her

that are as unique as they are satisfying.

14 < MAY 2017 | bakemag.com

http://www.bakemag.com

bake - May 2017

Table of Contents for the Digital Edition of bake - May 2017

bake - May 2017
Editor's note - THE FOODSERVICE ISSUE: lessons of inspiration
Contents
News bites - Flour Bakery Opens Seventh Location
Charm City Cakes Expands
Chipotle Adds Dessert to Menu
Cleaner Labels
Cake Boss Sets Up in Mall of America
Du’s Donuts Makes Successful Debut
Nielsen-Massey Achieves Award
Management - A Profitable Tool for Ordering
New product success stories - Earth Day Cupcakes
Technical corner - Chocolate, Cookies & Pie
Practical marketing - Donut Shop “Takeover”
Food safety - Lessons from Chipotle
Equipment innovations - Multi-Use Convenience
Global inspirations
CAKENOMICS - How to make money in cakes
NAVIGATING THE COMPLEX ORDERING PROCESS
EXECUTING SIMPLE CAKE DESIGNS
ADDING LATIN FLAVORS
Embracing local
Chocolate & decorating - Seasonal Chocolate
Cakes - Summertime Sweets
Breads - Chasing Flavor
Sweet goods - Rolled Ice Cream
NYC Breeds Creative Sandwiches
Beverages - Smoothies
Product showcase
Classifieds
Ad Index
bake - May 2017 - Editor's note - THE FOODSERVICE ISSUE: lessons of inspiration
bake - May 2017 - 2
bake - May 2017 - 3
bake - May 2017 - 4
bake - May 2017 - Contents
bake - May 2017 - Nielsen-Massey Achieves Award
bake - May 2017 - 7
bake - May 2017 - Management - A Profitable Tool for Ordering
bake - May 2017 - 9
bake - May 2017 - New product success stories - Earth Day Cupcakes
bake - May 2017 - 11
bake - May 2017 - Technical corner - Chocolate, Cookies & Pie
bake - May 2017 - 13
bake - May 2017 - Practical marketing - Donut Shop “Takeover”
bake - May 2017 - 15
bake - May 2017 - Food safety - Lessons from Chipotle
bake - May 2017 - 17
bake - May 2017 - Equipment innovations - Multi-Use Convenience
bake - May 2017 - 19
bake - May 2017 - Global inspirations
bake - May 2017 - 21
bake - May 2017 - 22
bake - May 2017 - 23
bake - May 2017 - 24
bake - May 2017 - 25
bake - May 2017 - 26
bake - May 2017 - CAKENOMICS - How to make money in cakes
bake - May 2017 - cake2
bake - May 2017 - cake3
bake - May 2017 - cake4
bake - May 2017 - cake5
bake - May 2017 - NAVIGATING THE COMPLEX ORDERING PROCESS
bake - May 2017 - cake7
bake - May 2017 - cake8
bake - May 2017 - cake9
bake - May 2017 - EXECUTING SIMPLE CAKE DESIGNS
bake - May 2017 - cake11
bake - May 2017 - cake12
bake - May 2017 - cake13
bake - May 2017 - ADDING LATIN FLAVORS
bake - May 2017 - cake15
bake - May 2017 - cake16
bake - May 2017 - 27
bake - May 2017 - 28
bake - May 2017 - 29
bake - May 2017 - Embracing local
bake - May 2017 - 31
bake - May 2017 - 32
bake - May 2017 - 33
bake - May 2017 - Chocolate & decorating - Seasonal Chocolate
bake - May 2017 - 35
bake - May 2017 - Cakes - Summertime Sweets
bake - May 2017 - 37
bake - May 2017 - 38
bake - May 2017 - 39
bake - May 2017 - Breads - Chasing Flavor
bake - May 2017 - 41
bake - May 2017 - Sweet goods - Rolled Ice Cream
bake - May 2017 - NYC Breeds Creative Sandwiches
bake - May 2017 - Beverages - Smoothies
bake - May 2017 - Product showcase
bake - May 2017 - 46
bake - May 2017 - Classifieds
bake - May 2017 - 48
bake - May 2017 - Ad Index
bake - May 2017 - 50
bake - May 2017 - 51
bake - May 2017 - 52
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