bake - April 2018 - 14

practical marketing

The Review Effect
Review websites have become a big part of how businesses of

"Yelp is basically what the customers think and say. If you have

all kinds reach people. In today's culture, consumers will look

a quality product, you give the customers what they want, and

to what others have said about an establishment before giving

you make the customers happy with good customer service,

it their business. That is no truer than when it comes to restau-

then you'll be a five-star," Athena says.

rants, bakeries, and other foodservice establishments.
Savvy businesses can use review sites as a form of marketing.
Through its dedication to pairing consumers with the right

Word-of-mouth has long been the most influential way for

businesses, Yelp has established itself as the go-to guide for

customers to find businesses, and Yelp and other review

all things local. Many of these consumers are looking for food.

websites have turned that into an instantaneous concept, much

According to Yelp's metrics from the end of 2017, 17% of its 170

like social media has done for communication.

average monthly users search for restaurants.
In another sense, review sites can be a learning experience.
Reviews can make or break a foodservice establishment, and

When a customer gives a bad review or rating, it is an oppor-

nobody knows that better than the owners of TKB Bakery &

tunity for a business to see what it can improve upon and

Deli in Indio, California. In each of the past four years, it has

ultimately create a better atmosphere. TKB (which stands for

made it into the top of Yelp's rankings of the Top 100 Places to

The Kid's Business) is family-run, with Athena's three children

Eat in the United States, and this year took the No. 1 spot.

presiding over the operations. Brandon, Nathan and Melina
have worked hard to take Athena's ideals of dedication to

This list is determined by a compilation of ratings and reviews,

service and quality recipes and have turned the bakery into one

something of which TKB founder Athena Sippel truly knows the

of the most successful businesses in the Coachella Valley.

value.
they were little kids. I had visions and dreams for them, and

says of Yelp's Top 100 List. "Every time we get rated, it's like

they embraced it," Athena says.

they handed you a million dollars."
Much of TKB's menu is derived from Athena's original recipes,
The Yelp ranking is a result of the scores of positive reviews

200 of them. They supply several grocery store chains with

that come from TKB's dedication to quality and service. In this

scoop and bake products, while some of their more popular

way, Yelp is not only representing what's top rated but also

retail products include hot and cold sandwiches on breads such

what's most popular across the country.

as Jalapeño Focaccia.

14 < APR 2018 | bakemag.com

TKB BAKERY & DELI

"The three owners really own it. They've been doing it since
"What it's done for us has been phenomenal," Athena Sippel


http://www.bakemag.com

bake - April 2018

Table of Contents for the Digital Edition of bake - April 2018

Bake - April 2018
Editor's Note - THE DESIGN ISSUE: a profound influence
Contents
Management - Be Financially Fit
New Product Success Stories - Macarons That Pop
Technical Corner - All about Bagels
Practical Marketing - The Review Effect
Equipment Innovations - Spring Cleaning
Elevate your product line
Dessert to go
Inventive Displays
Chocolate & Decorating - National Donut Day
Cakes - Specialty Desserts
Sweet Goods - Seriously delicious donuts
Breads - The Best of Bread
Pastries - The finalists
Foodservice - Turkish Breads
Beverages - Shake it up
Product Showcase
Classifieds
Ad Index
Formula of the Month - Sorghum Whole Grain Banana Bread
bake - April 2018 - Bake - April 2018
bake - April 2018 - Bake - April 2018
bake - April 2018 - 2
bake - April 2018 - Editor's Note - THE DESIGN ISSUE: a profound influence
bake - April 2018 - 4
bake - April 2018 - 5
bake - April 2018 - Contents
bake - April 2018 - 7
bake - April 2018 - Management - Be Financially Fit
bake - April 2018 - 9
bake - April 2018 - New Product Success Stories - Macarons That Pop
bake - April 2018 - 11
bake - April 2018 - Technical Corner - All about Bagels
bake - April 2018 - 13
bake - April 2018 - Practical Marketing - The Review Effect
bake - April 2018 - 15
bake - April 2018 - Equipment Innovations - Spring Cleaning
bake - April 2018 - 17
bake - April 2018 - Elevate your product line
bake - April 2018 - 19
bake - April 2018 - 20
bake - April 2018 - 21
bake - April 2018 - 22
bake - April 2018 - 23
bake - April 2018 - 24
bake - April 2018 - 25
bake - April 2018 - Dessert to go
bake - April 2018 - 27
bake - April 2018 - 28
bake - April 2018 - 29
bake - April 2018 - Inventive Displays
bake - April 2018 - 31
bake - April 2018 - 32
bake - April 2018 - 33
bake - April 2018 - Chocolate & Decorating - National Donut Day
bake - April 2018 - 35
bake - April 2018 - Cakes - Specialty Desserts
bake - April 2018 - 37
bake - April 2018 - 38
bake - April 2018 - 39
bake - April 2018 - 40
bake - April 2018 - 41
bake - April 2018 - Sweet Goods - Seriously delicious donuts
bake - April 2018 - 43
bake - April 2018 - 44
bake - April 2018 - 45
bake - April 2018 - Breads - The Best of Bread
bake - April 2018 - 47
bake - April 2018 - Pastries - The finalists
bake - April 2018 - 49
bake - April 2018 - Foodservice - Turkish Breads
bake - April 2018 - 51
bake - April 2018 - Beverages - Shake it up
bake - April 2018 - Product Showcase
bake - April 2018 - 54
bake - April 2018 - Classifieds
bake - April 2018 - 56
bake - April 2018 - Ad Index
bake - April 2018 - Formula of the Month - Sorghum Whole Grain Banana Bread
bake - April 2018 - 59
bake - April 2018 - 60
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