bake - November 2017 - cake - 12

WINNING PROMOTIONS

ONE-STOP SOLUTIONS

B

irthdays and anniversaries provide ample opportunities to
cross-merchandise and showcase your cake shop's best
promotional efforts.
One great example involves offering party supplies
that complement your cakes. At Cake Life Bake Shop in
Philadelphia, chef/owners Nima Etemadi and Lily Fischer
sell eye-catching Meri Meri party supplies, including 6-inch
birthday candles and party hats. "Being a bit of a one-stop
shop is important," Fischer says.
Thanks to the clever chocolatiers at Let Them Eat Candles,
cake shoppers can now offer customers a new way to
top party cakes and cupcakes with premium milk or dark
chocolate candles, festively decorated in 12 colorful candy
designs. These edible artisan candles are the brainchild of
architect/mom Loree Sandler, and are available at
www.LetThemEatCandles.com.

Bakery owners including John Lupo at Grandma's Bakery
in White Bear Lake, Minnesota, and John Roeser of Roeser's
Bakery in Chicago recognize the importance of offering party
supplies that add profits for your bakery. Roeser's has a party
shop right next door to its bakery, offering convenience for
customers who want to fill all their needs in one shopping trip.
Other creative promotional ideas include happy hours.
3 Women and an Oven, based in Overland Park, Kansas,
conducts a variety of creative promotions that include happy
hours that feature cocktails paired with unique flavors of
French macarons (champagne, piña colada). One of the
groups the bakery works with locally is Top Shelf Bartending
Services, a popular company for Kansas City weddings.
Collaborations like this one help increase business and boost
creativity in product development.
In other ongoing projects at 3 Women and an Oven,
special weekly promotions like Throwback Thursdays
(when a dozen babycakes go on sale for $15) and Cupcake
Tuesdays (six cupcakes for $12) help spur instore sales
throughout the week. "Having specials are a way to say
thank you to our customers and bring in business," coowner Jayne Torline says.
Making colorful fondant cake decorations (like fun animals,
owl faces or striped bow ties) that customers can see in the
front display case and choose to add to their favorite cakes.
These fondant decorations sell from $1 apiece to $7 each. This
serves as another way the bakery helps customers create oneof-a-kind experiences.
Beyond birthdays, be on the lookout for special corporate
anniversaries that may want a special cake for their celebration.
Wrangler, the iconic manufacturer of blue jeans, recognized
its 70th anniversary this year by holding a special "Jeansboro"
Day in its home city of Greensboro, North Carolina, and
Wrangler asked local bakery Easy Peasy Decadent Desserts to
create a unique cake for the event.
The bakery decided to create a pair of life-sized edible
jeans sculptures. The desserts were inspired by some local
art around the city depicting Wrangler jeans. To make the
sculptures, Traci and Erik Rankins sculpted legs from a
mixture of rice cereal and melted marshmallow. Then,
they covered it in white chocolate and modeling chocolate.

BIRTHDAY CARDS ACCOUNT FOR

58 %
12

2017

THE BIRTHDAY ISSUE

OF ALL GREETING CARD PURCHASES IN
THE UNITED STATES. THE WORLD SENDS
OUT 2 BILLION BIRTHDAY CARDS A YEAR.
Source: Paperstyle
http://www.LetThemEatCandles.com
bake - November 2017

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