bake - May 2018 - 28
Jenny LaPaugh, senior director of global market
bakery products or other foods based on sites like
research and insights for Dawn Foods, points out that
Yelp or Facebook. Younger shoppers give a lot of
Dawn research shows that independent retail bakeries
weight to recommendations from friends on social
are growing in both size and number. "People love
media. They are using mobile technology to ﬁnd
supporting local bakeries," she says. "Millennials want
bakeries and share what they've had.
to be in the know - how a business is supporting the
local community. Bakeries can take advantage of that."
"That's where they are going to seek out unique
experiences," says LaPaugh, adding that "foodie
Dawn created the Innovation Studio for this exact
expression" is a key insight from Dawn Foods related
reason of helping independent retail bakeries thrive
to millennials wanting to connect and share. "Bakeries
and innovate. LaPaugh says they invite customers
can fuel that obsession with memorable items.
to the bakery research and development center,
Convenience is deﬁnitely important. Millennials tend
located in Jackson, Michigan, for innovation sessions
to make less trips overall, but when they go some-
to generate new product ideas. One example is Dawn
where, they spend more."
customer Hurts Donut's pickle donut, which went viral
this year on social media.
Beth Fahey, co-owner of Creative Cakes in Tinley
Park, Illinois, cites her own bakery's sales trends in the
"We co-create new recipes and products," LaPaugh
past year when she points out that customer counts
says. "It's been a great resource. We continue to
are down, but average sales per trip are up.
support independent bakeries."
Creative Cakes recently opened a sales-only office
45 minutes from the bakery's production facility in
consumers are most likely to choose a place to buy
efforts to capture new customers.
According to Dawn consumer insights, millennial
28 < MAY 2018 | bakemag.com