bake - July 2018 - 36
THE FALL ISSUE
Bakeries all know the major holidays, but are you missing
out on sales opportunities presented by such "micro holidays" as Shark Week and National Siblings Day?
Brian Busken, vice president of iconic Cincinnati retailer
Busken Bakery, one of the nation's largest retail bakeries,
points out that millennial customers are less resistant to
price, especially when you create one-of-a-kind events to
help them celebrate.
From World Cup soccer to Shark Week on the Discovery
Channel, Busken Bakery stirs up all sorts of new business
throughout the year by creating cakes, cupcakes and
cookies that honor unique special occasions. Busken says
you wouldn't believe (think thousands) of shark-themed
cupcakes and cookies they sell leading up to and during
Shark Week, an annual franchise that kicks off its 30th
installment on Sunday, July 22, and lasts for eight days.
"You can really leverage these micro holidays," says
Busken, who starred with his brother Dan (president of
Busken Bakery) on a hand-piped cake celebrating National
Siblings Day on April 10, 2018. "You have to have the ability
to react and go back to the decorating room and respond to
these unique occasions. It really works."
©shibachuu - stock.adobe.com
In the Houston suburb of Pasadena, Texas, there's an annual
strawberry festival that showcases the largest strawberry
shortcake you'll ever see. This year's event featured El Bolillo Bakery and the culinary team from the Pasadena Career &
Technical High School whipping up a 22,000-pound strawberry shortcake made with 4,000 pounds of whipped topping
donated by Flavor Right.
The cake itself was quite a sight to see - and taste.
More than 5,000 pounds of fresh strawberries were used to
assemble the strawberry shortcake.
They used 5,600 pounds of glaze.
Each cake layer was 1,500 square feet.
"I stepped in this year with some amazing help from some
people like Flavor Right for the whipped topping, Tom Lange
for strawberries and Quality Bakery Products for the glaze.
It was a huge success for us and the scholarship recipients
here in Pasadena," says Kirk Michaelis, owner of El Bolillo
Bakery, based in Houston.
The annual Pasadena Strawberry Festival raises money for
the Pasadena school district, local students and education
scholarships. It also helps raise money for 14 other non-profits in the area. They typically raise up to $60,000 for college
The first piece of this year's giant strawberry shortcake
was auctioned off for $600, according to Annemarie Rodriguez, marketing coordinator for Flavor Right.