bake - October 2018 - 14

practical marketing

National Bakery Day
This year's National Bakery Day (on Sept. 14) proved a taste

A number of retail bakery owners across the United States

of something truly special for America, as independent retail

shared substantial success stories on National Bakery Day.

bakeries across the country celebrated with creative promotions, free product giveaways and craveable snacks.

* John Lupo at Grandma's Bakery in White Bear Lake,
Minnesota, reported that sales were up 45% on the day.

In St. Louis, Pint Size Bakery & Coffee pastry chef and co-owner
Christy Augustin stirred up excitement among their loyal fans
with a Facebook and Instagram campaign to "come support

* Patti Stobaugh of PattiCakes Bakery in Conway, Arkansas,
enjoyed a 33.5% increase in business.

your local bakery," as well as free giveaways in the store that
included chai zucchini tea breads and a free cake raffle.

* Brian Pansari of La Bonbonniere Bake Shoppes, based in
Edison, New Jersey, conducted a cupcake special for 50

Creative Cakes in Tinley Park, Illinois, offered special discounts

cents apiece and sold 8,500 cupcakes. "Traffic wise, it was

each day in the lead-up to the event, offering 25% discounts

the busiest day since Christmas," he says.

on strawberry items on Tuesday, 25% discounts on chocolate
items on Wednesday, and 25% discounts on pumpkin items

* Wisconsin Governor Scott Walker officially proclaimed Friday,

on Thursday. On National Bakery Day, the shop conducted its

Sept. 14, 2018, as Bakery Day in the state. The proclamation

popular Golden Ticket promotion, in which ﬁve golden tickets

came about through the efforts of the Wisconsin Bakers

in separate dessert boxes award the recipients each a $100

Association.

Creative Cakes gift card.
At Bethel Bakery in Bethel Park, Pennsylvania, the shop offered
Special thanks go out to sponsors of National Bakery Day,

a Buttercream Sundae Bar. For $5, guests enjoyed the chance to

the biggest promotional campaign of the year for the Retail

customize a cup with yellow or chocolate cake, four ounces of

Bakers of America. This year's sponsors are Ardent Mills, Barry

buttercream, and toppings like Reese's, Snickers, Oreos, and more.

Callebaut, Corbion, Dawn Foods, Flavor Right, General Mills, and
Van Leer Chocolate.

National Bakery Day provided an excellent opportunity for
bakeries to give back to the community. At New Glarus Bakery

It's the 100th anniversary of the Retail Bakers of America, and

in New Glarus, Wisconsin, 10% of sales on Friday, Sept. 14,

the ﬁrst step to achieving success is to understand that you are

were donated to help those affected by recent ﬂooding that

not alone. Reach out to the RBA (www.retailbakersofamerica.

occurred in Belleville, Wisconsin.

National Bakery Day promotion received marketing kits that

Flour Bakery + Café in Boston sold mini chocolate cupcakes

included a box label, window decals, posters, table tents, and

with homemade sprinkles for just $2 each on National Bakery

counter stands. The professionally designed artwork features

Day. The proceeds from these cupcakes beneﬁt Share Our

impactful slogans such as "Keep Your Dough Local," reminding

Strength's No Kid Hungry campaign, which works to end child

customers of the importance of supporting local bakeries.

hunger in America by ensuring all children get healthy food.

14 < OCT 2018 | bakemag.com

JOHN UNREIN

org) and get involved. Participating bakeries involved in the

http://www.retailbakersofamerica.org http://www.bakemag.com

bake - October 2018

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