bake - February 2018 - 8
Bakeries across the country are ﬁnding a new way to reach
buy our products, but who would want to learn that craft and
their customers and build relationships with their communities
be able to do it in their homes. It would increase our exposure
by offering hands-on classes that teach participants how to
and not jeopardize our business," says Zingerman's managing
bake their signature treats. Consumers value transparency, and
partner Frank Carollo.
there are few business tactics more transparent than bringing
them into the shop and sharing your baking tips.
At Companion, a retail/wholesale bakery in St. Louis, the bakery
has launched a new project through its Teaching Kitchen,
One bakery that has mastered this strategy is Zingerman's
located at the Companion bakehouse. The new Local Grains
Bakehouse in Ann Arbor, Michigan. Recently celebrating its
Project features a selection of breads made almost exclusively
silver anniversary, the Bakehouse knows what it takes to build a
with locally grown and milled grains along with locally produced
successful and enduring business. Zingerman's wants to share its
foodstuffs such as honey, sorghum, nuts and seeds. This project
knowledge with its customers because it knows that it will help to
gives Companion the opportunity to offer a voice to the
generate even more interest in what it's doing in its kitchen.
Missouri/Southern Illinois regional food production ecosystem
by delivering thoughtful small-batch breads to local consumers.
Through its hands-on teaching classes, Zingerman's seeks to
preserve baking traditions and inspire new ones. Dozens of
James Beard Award nominee and chef Josh Galliano has led
classes are offered, giving students the opportunity to thrive in
this charge and is teaching a hands-on class utilizing the local
areas such as fondant, cakes, cookies, breads, pastries, pies and
farmers and the techniques he has developed while creating
even traditional Hungarian foods that Zingerman's specializes
the Local Grains Project.
in providing to the Ann Arbor community.
that creativity to others. That's also the case with DŌ, Cookie
included dynamite donut recipes, pot pies, coffee cakes and
Dough Confections' new program. The Cookie AcaDŌmy
classic Detroit cuisine. Each class that it offers can range in
features a series of courses aimed at baking and cookie dough-
price from $100 to $125.
"I guess we believed from the start that it is hard work, so
Customers will learn how to bake DŌ's signature cookies and
some of the people who took the classes would realize that it
make safe-to-eat cookie dough. They also receive a souvenir
was difficult to do, which in turn makes them happy to pay for
spatula, recipe packet, box of cookies and two 8-ounce custom-
that loaf of bread instead of baking that themselves. We also
ized containers of cookie dough. The classes are offered in three
believed that it would appeal to people who wouldn't want to
categories: Cookie Dough 101, Kids Class and Couples Class.
08 < FEB 2018 | bakemag.com
True innovators in the baking world are looking to pass along
Some of the classes that Zingerman's offered in January
Table of Contents for the Digital Edition of bake - February 2018